ODs open two stylish shops, see their families again

STORY BY JULIE FANSELOW

The writing was on the eye chart: Drs. Son Nguyen and Stan C. Yang were already working six days a week in a leased space at one of the nation’s top-producing Target Optical locations, and Sunday office hours were on the horizon, too.

But the duo had an escape plan. For several years, they’d been working on the side to launch their own business, Bakersfield Eye Care Optometric Center.

When their second location opened in 2016, Yang and Nguyen were ready to break their big-box chains, fully embrace independent eyecare, and — with the help of optical manager Lorie McBroom (who also worked with them at Target) — introduce a bevy of independent eyewear brands to their mid-sized California city.

Bakersfield Eye Care’s two locations are each a short drive from the Target where Nguyen and Yang first forged their alliance. In 2012, they signed on as one of the first tenants at a brand-new shopping center in Seven Oaks, an affluent master-planned community on the city’s southwestern edge. “Our practice is the furthest west of any other office in town with minimal retail competition in the immediate vicinity,” says Nguyen. “We felt that we could fill a niche for those neighborhood residents by carrying unique high-quality eyewear that could not be found elsewhere in Bakersfield.”

Take Matsuda, one of the first high-end lines they added. Its rep wasn’t familiar with Bakersfield, but another salesperson — who’d already brought Etnia Barcelona and Garrett Leight to the shop — vouched for what Bakersfield Eye Care was up to. By the time the Matsuda rep finally visited in person, “we had already sold through most of our Matsuda bought at Expo, including a show-stopping frame priced over $1,500,” says McBroom. After joking that he’d driven through “a whole bunch of dairy cows” to find the business, the rep added that Matsuda’s website would soon tout the brand’s availability “in New York, Paris, Milan and Bakersfield.”

Some optical shops struggle to pull off even a few trunk shows each year, but Bakersfield Eye Care Optometric Center has staged an eyewear showcase nearly every month in 2017. “We wanted to introduce independent brands to our community, and we thought the best way to do that would be for them to see entire collections,” notes McBroom, who contacted vendors in late 2016 to get them on the calendar. The practice sent an email announcing the full line-up to its entire customer base, then followed up with social media posts and targeted emails as each show drew near.

A bicoastal brand show in August featured both Moscot from New York City and Garrett Leight California Optical, while Barton Perreira is on deck for December. Not every event showcases top-end eyewear: One trunk show teamed with an adoption event for Bakersfield Eye Care’s favorite local cause, Marley’s Mutts. The business donated $25 to Marley’s Mutts for every NW77th frame sold that day, and it also supports the animal rescue charity’s annual Paws & Pearls gala.

The doctors’ declaration of independence has boosted their ability to maximize their individual skill sets. Since Yang has worked in ophthalmology surgical offices, he is taking the lead in expanding the practice’s medical optometry offerings — for example, bringing a new optical coherence tomography unit to the new location on the northwest side of town so the doctors can manage glaucoma, macular degeneration, and ocular surface diseases. (Both docs are certified in glaucoma care.) Meanwhile, Nguyen has accounting and payroll experience plus tech savvy; he maintains the practice website and designed an app that allows people to schedule an exam and fill out patient forms before they arrive.

Both Bakersfield Eye Care Optometric Center locations are open two nights a week. “That was purely a business decision to accommodate more patients and to help us stand apart from other local private optometry practices,” says Nguyen. But aside from the first Saturday of each month (when the trunk shows take place too), the doctors and their staff have reclaimed two-day weekends. “This is one of the main reasons we wanted to go into private practice,” adds Yang, “to have flexibility in our schedule to allow for a more balanced work and family life.”

PHOTO GALLERY (19 IMAGES)

5 Cool Things About Bakersfield Eye Care Optometric Center

1. Lounge vibe. Dr. Yang hand-picked the round couch in the reception area, and the doctors’ wives — Irene Nguyen (a former graphic designer) and Olivia Yang — helped design the buildout for both locations. From Pandora playing to a coffee bar, Bakersfield Eye Care is a casually comfortable place to be.

2. Fab lab. The new second location features an onsite lens lab with a dedicated employee to keep it humming, saving turn-around time and money for the practice and patients.

3. Go team. Staff members take turns with the title “CEO of Fun,” and they definitely like to play together. A Fitbit challenge this fall featured massages for the winners and dinner and volleyball at McBroom’s house for participants. “I’ve been in optical for over 30 years now and it’s been such a pleasure to work here because of the amount of practice pride our employees have,” she says.

4. Full bench. With 10 full-time opticians on staff, there’s rarely a wait for help finding stylish eyewear at either location. Says Yang, “We want to make sure patients feel like they’re taken care of at all times.”

5. Habla Español. Bakersfield Eye Care has several employees who speak Spanish, including Yang, who was born in Taiwan but grew up in Argentina. That’s a big plus in Kern County, where more than a third of the population claim Spanish as their first language.

FINE STORY: A CALCULATED RISK

Bakersfield Eye Care has tried a few colorful collections that didn’t do well, so adding Etnia Barcelona felt like a bit of a gamble. “I said, ‘I love the brand, but it would be amazing if we could have 90 days to try it out to see how it would work.’ And the rep said, ‘Let’s make that happen,’” says Lorie McBroom. The line was a hit, “so it’s worked out for us as well as for our vendor, just to ask for the things that you want.” McBroom adds that she looks to reps as a great resource for recommendations beyond their own brands, too. Face à Face, Masunaga, and Salt are other lines they’ve brought in as a result.

WHAT THE JUDGES SAID

I get the feeling that these might be the nicest people in the business. They are very staff and team oriented, which is the ballgame! Creating a CEO of Fun for staff events is a great idea. — Robert Bell, EyeCoach, San Francisco, CA

Love the focus on making a difference in their community. — James and Dr. Laura Armstrong, Alberta Eye Care and Cathedral Eye Care

I like the cause marketing because it seems genuine. Store looks really good. I like the use of lighting inside and out. —Jim Sepanek, Vice President of Sales & Marketing, DeRigo REM

Minnesota optician creates destination boutique unlike any other

STORY BY HEATH BURSLEM

“I’ve never been one for coloring inside the lines,” says Nikki Griffin, recalling her mindset as she founded her own optical after 15-plus years, on and off, working for others as a licensed optician. When it opened in Oakdale, MN in 2012, EyeStyles Optical and Boutique promised the “freedom of choice” she’d aspired to.

Describing her early ambitions, Griffin speaks more in terms of a “vision” than a business model. She had plans, but fate steered her in an unexpected direction. “The clinic I worked in closed. When I asked to buy the fixtures, they told me to take whatever I wanted. Um, okie dokie…” She grabbed what she could and repurposed it for her place in suburban St. Paul.

EyeStyles’ first incarnation cheerfully sold eyewear alongside garden signs and salsa — the vestigial “Boutique,” which served its purpose, creating a draw in a store opened cold with no doctor. In 2016, Griffin relocated to build the “chic dispensary” she’d always wanted, in a spot with better visibility. “Our strip mall is anchored by a busy sandwich shop. It brings day-to-night foot traffic right by our door.”

These days Griffin sticks to eyewear, and it’s working for her. “Business is great and we are profitable! It is a struggle to be the little guy, but we believe in the grassroots power of old-school opticians combined with good coffee and conversation.” She keeps her antennae up. “When I opened, I used all the demographic research my business plan had to offer to build a frame mix. That went out the window when I built a reputation for wearing and merchandising exciting colors and designs. Never underestimate your crowd. They're more receptive than you're giving them credit for.”

EyeStyles’ interior could be described as rustic industrial. Barnwood display frames, illuminated by metallic rail lighting, surround an assemblage of fun, even surrealist touches: vintage photos (with stories attached), steamer trunks, a wallpaper accent wall above a faux fireplace that Griffin says, “sums up our tongue-in-cheek attitude to a T.” She wanted a clean design “with glam accents. I am a girly-girl but I have always loved industrial aesthetic. I had a 76-year-old man go home to get his wife and bring her back to the store to see the design. That was the biggest compliment ever.”

The curios aren’t mere eye candy. “We are P.O.P. free. We let the fixtures become a base for props that are relevant to the display.” A confessed “frame junkie,” Griffin steers clear of mainstream brands. “I don’t carry big-box product. My staff have autonomy to say yes to pretty much any request. We have all been in a situation where you know someone has the ability to do something for you but won’t. Our customers know that if there is a way, we’ll find it.”

The eyewear mirrors her own taste to a degree, but staff and customers are listened to. “TC Charton was just added. The quality is superlative; the unique fit features great for our demographic. Dolabany is a huge supporter of the independent.” There’s a following for Coco Song, and “Etnia Barcelona is a workhorse.” The emphasis is on independent brands with their own natural markets. “The exclusivity they offer helps build my brand as an independent.”

Griffin is always looking for vendors who can drive traffic through store locators. This includes vision plans. “I view them as another ‘store locator’ and spend a lot of time educating people to calculate the value of their plan. I think we have one person a year who wants what their insurance covers with no upgrades.” All marketing bases are covered. Griffin cross-markets with her neighbors. “And we are building a cohesive brand using car graphics and social media. Complacency is a killer and consistency is key.”

EyeStyles’ three-frame LifeStyle Packages are its signature. Single-vision lenses run as low as $499; progressives are $899. Package customers are asked for a referral. “I wanted to disabuse people of the notion that you have to sacrifice service and quality for price.” She negotiated pricing with her lab based on three-pair sales. “It’s been wildly successful.”

While she appears to be allowing herself a period of consolidation, Griffin is not the type to rest on her laurels. Time for an in-house lab? “I may add finish work in the future, but my relationship with my lab gives me ultra-competitive pricing.” A second store? “I would love to. But I never want to grow so big or quickly that we lose the culture we have created.”

It’s hard to imagine someone like Griffin allowing that to happen. “Now that we have a beautiful optical,” she says, “it’s more important than ever to ensure our passion for eyewear is more than window dressing. It’s about building a picture album of your life and style. It’s about having fun and encouraging people to express themselves.”

FINE STORY: A DISTINGUISHED HERITAGE

Gracing EyeStyles’ walls are photos from a remodeled home in St. Paul’s historic Rondo district. “We adopted the Townsends, and enjoy telling visitors what we know about them,” says Griffin, who tried unsuccessfully to return them to the family. “The photos are a rare glimpse into St. Paul’s history. We have a full album including a large photo of Martin Luther King Jr. taken when he visited St. Paul. We believe they are ... of the Rev. CT Townsend and his wife Edna.” Learn about the Rondo neighborhood here: invmag.us/101701

5 Cool Things About EyeStyles

1. STUDY HALL. Griffin runs a study group for employees and aspiring opticians during off-hours. “Our little group is designed to boost understanding, discuss difficult and challenging prescriptions, learn dispensing tricks and sales techniques. We use different resources including TOPS dispensing manual, Laramy K videos, and the System for Ophthalmic Dispensing among others.”

2. TOMATO GLASSES. EyeStyles is one of just 30 or so U.S. stores selling these innovative frames for babies and young children. Griffin memorably likens fitting a child to “wrestling a greased pig.” But, she hastens to add, “Once you make a pair that fit, and stay on their little noses, the reward is incomparable. Special needs kids struggle exponentially more with fit issues.” EyeStyles reached out directly to the Korean firm to carry them.

3. DECORATED DOC. EyeStyles’ doctor, Sara Mabie, OD, received a well-deserved nod recently when the store was named “Best Place for an Eye Exam” in a local paper’s readers’ choice poll. Mabie’s skills include fitting gas permeable contact lenses. She’s also a dab hand with kids. “I enjoy doing pediatric exams and am so happy we can offer eyewear that fits so well,” Dr. Mabie says.

4. BUNYAN BOARD. Griffin decided something had to be done about the “largely one-note” merchandising that afflicts the men’s segment. “We work hard to emphasize unique shapes and color schemes in our men’s selection, as well as offering a 90 piece XL men’s display which is branded with local folk hero Paul Bunyan.”

5. ONE FOR THE BOOKS. The lab EyeStyles uses offers a discount on second-pair sales within 30 days of the original invoice. Griffin sniffed an opportunity: “We created a bookmark; the back offers the recipient 50 percent off another pair of lenses, has a use-by date and a space for the price. The bottom has our logo on one side and the name of the referrer on the other. Our patient gets a discount and refers someone all in one marketing piece.”

Bakersfield Eye Care Optometric Center

Bakersfield, CA

Team building can so easily turn into travesty (think “office party”). But this exuberant practice in California’s dairy country pulls it off and reaps the rewards. The team that selects eyewear together stays together; owners Son Nguyen and Stan C. Yang grasp this, just as they recognize the value of a deep “manpower bench.” In-store goodwill is mirrored in serious outreach. Born in Taiwan and raised in Argentina, Spanish-speaking Dr. Yang is a one-man niche, and a “CEO of Fun” keeps a playful eye on morale.

Family Vision Care

Alma, GA

One of Alma, Georgia’s most venerable businesses is also its most forward thinking. In 2013 owner Dr. Jim McQuaig and his business partner, Dr. Blake Hutto, transformed the 60-year-old practice. Now, modern elegance adds to rustic charm. The business has a top-tier online presence and a patient base that extends far beyond Alma. This is what reinvention means.

Discerning Eye

Iowa City, IA

Discerning Eye gets details right, including a cool store-within-a-store to reach the area’s students, and baking something for customers every day. Retail at its most intelligent.

Metro Optics

Bronx, NY

Some of the country’s most cherished clichés about New Yorkers are under threat thanks to Metro Optics’ 39-year record of community service, from their Vision Club for patients without benefits to donating GM John Bonizio’s Mickey Mantle-signed baseball to charity. Befitting an optical in the Boogie Down, the team is steeped in tech and fashion.

EyeStyles Optical and Boutique

Oakdale, MN

“Fate chuckled” at Nikki Griffin’s early efforts to bring “fabulosity” to eyewear in suburban St. Paul. But the last laugh is hers. Part farmhouse, part boutique, the interior is fascinating and fun. The strategy is proactive, the outreach substantial. Few businesses have banished complacency so thoroughly.

Vision Health Institute

Orlando, FL

Built as a financial facility — complete with drive-thru window — Vision Health Institute’s Drs. Mark and Karen Perry have hit on an approach that any retailer can take to the bank: Take care of your customers and your staff in equal measure. Their attractive, bright space encourages browsing and provides trulycomprehensive eyecare. In a stroke of genius, every customer gets a handwritten letter from a staff member.

Black Optical

Dallas, TX

When it comes to letting stunning eyewear shine, Black Optical has few peers. No passive shrine to taste, it collaborates creatively with designers. At Black Optical branding is achieved, rather than displayed, through exquisite curating and service. Eyewear fits into a universe of style here. This is retail as salon.

Great Spectacles

Stockton, CA

Great Spectacles’ showroom could be the elegant but warm home of a particularly tasteful friend. Owner Lynda Winter’s relentlessly thoughtful attention to detail begins at the Feng Shui-compliant front door and reaches its zenith on the rear patio, where one can sample her exclusive inventory in natural light.

Frameology Optical

East Syracuse, NY

Frameology was born of Stacy Daniel-Murphy’s frustration at having her creativity and income stifled by industry norms. Her strong likes (off-site trunk shows) and dislikes (insurers dictating styles) shape a unique shopping experience. Few opticals so defiantly express an owner’s personality.

A Lexington, KY, shop celebrates independent, artful eyewear while giving back to its community

STORY BY RACHEL BOZEK

Celebrating uniqueness and independent artisans while helping those who need it most, J. Galt Eyewear opened in Lexington, KY, in 2016. Owners Drs. Dawn Stratton and Heechung Ko had already been business partners at Stratton Eyes, the Lexington practice Stratton founded in 1996, for 12 years.

After noticing an increase in the prices of many frames — and a drop in the quality of some of those frames — Stratton and Ko decided to try something new. “We wanted to carry a larger variety of frame choices at better prices and we experimented by offering a few artisan frames,” Stratton says. “[These artisans are] designing fun, good-quality stuff at a better cost, but we found out there wasn’t much interest.”

Of course, there was interest. Just not among Stratton Eyes’ patient base. Realizing they needed a different location, demographic, and business model, Stratton and Ko established J. Galt Eyewear in a more artsy neighborhood, and worked out their merchandise criteria. (Not to worry, Stratton Eyes is still alive and well.)

Inventory selection results from a clear process: The opticians at J. Galt assess the quality and Stratton gets to know the artisans. “As a vendor, if I can’t meet and actually talk to the owners ... we move on,” she says. “I don’t want a big corporate entity. We do work with some bigger companies, but I’ve been able to have a relationship with them.”

Said relationship goes beyond good quality and good vibes. For Stratton and Ko, the relationship is always about supporting the community. J. Galt is heavily involved with Mission Lexington, a local non-profit that provides medical, dental, and pharmacy services to people living below the federal poverty level. Over the past year, J. Galt worked with the group to add vision care to its offerings, and established a clinic. “All of the doctors rotate in and out, giving exams,” Stratton says. “We like to give back and we want our companies to have that same philosophy,” Stratton says. Some of the companies they work with already participate in charitable endeavors, and others appreciate this opportunity to start. “[We’re] helping these smaller businesses in different parts of the world, including the U.S., get a better start with their product, and at the same time helping them build their business and help their communities.”

Since its inception, J. Galt has been a source of buzz for its immediate area. For the grand opening, Stratton says, “Local press really took off with it. The news was there, and did some pieces.”

Beyond print and word of mouth, social media has also been instrumental in raising awareness of the business. “It’s where we’re putting everything,” Stratton says, citing Instagram as the strongest platform for J. Galt right now. “We’re getting ready to look into Google advertising.”

While she certainly speaks the language, Stratton admits with a laugh that social media is “not my generation.” She and Ko just hired an employee to handle marketing. “I always say I need to hire people who are smarter than me,” Stratton says. “I’ve learned a lot.”

After a year of sharing a city, the dynamic between J. Galt Eyewear and Stratton Eyes is just fine. “There’s no overlap. What we sell at J. Galt, we don’t sell at Stratton, and we don’t carry any mainstream products at J. Galt,” Stratton says. However, Stratton Eyes staff send patients looking for something unique to J. Galt all the time, she says. J. Galt offers “a way to bring all these artisans together and offer something really different to everybody.”

PHOTO GALLERY (4 IMAGES)

5 Cool Things About J. Galt Eyewear

1. Name game. The inspiration for the name J. Galt came from the 1957 novel Atlas Shrugged, by Ayn Rand. “In the book, John Galt embodies innovation and the hard-working individual,” Stratton says. “I just appreciate the work that independents go through to create something.”

2. Warm welcome. When Stratton and Ko found their location, they gutted it. “It was kind of a mess, and it was an old building.” They worked with a local interior designer, and since opening, several neighbors have thanked them for bringing new life to this old space.

3. On the table. A local artisan used old pallets to make the front desk; while the opticians’ tables are made of wood from a distillery.

4. Meet and greet. J. Galt lends a hand to its community by periodically sharing its 2,500-square-foot space with a few small organizations, including reading clubs. “They can try on eyewear. It’s a great marketing tool,” Stratton says.

5. New digs — in cyberland. J. Galt’s next move is to … everywhere! “We’re getting ready to launch an online store [to] bring these artisans together for people who don’t have a [shop] to go to.”

This is invision’s most anticipated issue of the year, as the torch is passed and a new America’s Finest Optical Retailer is named. And we share that excitement.

To be honest, each year, after we’ve vetted the entries and the winner is named, there’s a fear that the next year’s contest couldn’t possibly yield another crop of similarly outstanding businesses. But you guys continue to amaze us with your business acumen, gorgeous offices, creative marketing, and passion for what you do.

The optical businesses named this year as first, second, and third place winners are the complete package; but that in no way diminishes the success or accomplishments of 2017’s Honorable Mentions — or any of the entries we reviewed this year.

There was a brilliant and valuable idea, cool tip or insightful piece of advice in every single application we received, and we will shout out those businesses and share their bits of wisdom throughout the year as well.

In 2018, to celebrate the fifth anniversary of the America’s Finest competition, we plan to roll out a few new contest features. So, if you didn’t get selected this year, or if you are frantically whipping your office into shape to finally enter, we encourage you to use the rest of 2017 to work on your entries. The application period for next year’s contest opens in January. Will you accept the challenge?

THE JUDGES

James and Dr. Laura ArmstrongOwners, Alberta Eye care and Cathedral Eye care Winners of INVISION’s 2016 America’s Finest Optical Retailers contest, James and Dr. Laura Armstrong opened Alberta Eye Care (albertaeyecare.com) in Portland, OR’s saturated market five years ago. Now with two practices, they employ 17 and know exactly what it takes to be America’s Finest.

Robert BellFounder, EyeCoach EyeCoach is a sales and marketing practice consultancy. Considered one of the most innovative and effective speakers/trainers in the industry, Bell’s workshop, “Don’t Be Afraid, It’s Only Selling” is highly coveted. Email him at rbell@eyecoach.org.

Alan H. Cleinman Founder and CEO, Cleinman Performance Partners, Inc. Cleinman Performance Partners (cleinman.com) is a consultancy specializing in the development of larger, high-performance optometry practices. Cleinman and his team have completed over 1,500 transactions for optometrists over the past 25 years.

Jim SepanekVice President of Sales & Marketing, De Rigo REM Sepanek has 25 years of expertise in the optical market. At De Rigo REM (derigo.us), his primary focus is on developing and executing sales plans, and leading brand and marketing strategy to reinforce De Rigo REM’s business goals.

]]>America's FinestTue, 01 Aug 2017 01:23:00 +0000Tennessee Practice Shows Its Down-Home Spirit and Can-Do Attitudehttp://invisionmag.com/best-of-eyecare/america-s-finest-optical-retailers/3146-tennessee-practice-shows-its-down-home-spirit-and-can-do-attitude.html
http://invisionmag.com/best-of-eyecare/america-s-finest-optical-retailers/3146-tennessee-practice-shows-its-down-home-spirit-and-can-do-attitude.htmlDoing It Their Way, For Their Community

Tennessee eyecare family brings a do-it-yourself philosophy to every business challenge they face

STORY BY VICTOR PAUL ALVAREZ

The folks at Blount County Eye Center (BCEC) are fond of saying “the best is yet to come.”

We believe them. But, given their incredible success and strong-willed vision, that’s a tall order. They’ve been part of the Blount County community for more than 50 years, they employ 21 people, and in 2015 the Tantums built a new 8,900-square-foot location with a “craftsman boutique” interior featuring 30-foot ceilings, exposed trusses and reclaimed lumber.

It’s hard to believe they’ll be able to top that. But if anyone can do it, it will be the Tantums.

“Natural lighting was used as much as possible to get away from a room full of LED lighting. The floors are all polished concrete and there is very little ‘branding’ of frame lines. The focus is instead on their beauty and quality, not the brand logo on their temple,” says Dr. Will Tantum.

But it’s not all aesthetics and hipster-inspired, reclaimed Americana. Says Dr. Will: “We also have over 25 TVs throughout the facility connecting earth with technology!”

And BCEC has the substance to match the style. It now also houses the region’s only full-service vision therapy clinic and kid’s clinic — BCEC 4 Kids. The Tantums also provide eye exams and glasses to any child in need through the Family Resources program in Blount County.

Oh, a little word on the pronunciation of “Blount.” Despite the spelling, it’s pronounced “Blunt.” It may not seem that words matter to a family-owned behemoth like BCEC. But they do. In fact, words are the secret of the Tantum’s success.

“Our ‘marketing’ approach is pretty cool. We don’t waste our time with papers, TV, billboards or fliers,” says Dr. Will. “Instead we focus 100 percent of our efforts on word-of-mouth growth. And it works! When you put all of your energy into the people in your office they market for you.”

The Tantums give every staff member paid time off each year to do mission and volunteer work internationally and locally. Their most beloved reward is seeing the staff represent BCEC through love and service to others. Making this fiscally possible requires a “lean and mean” approach to materials, web presence and office decorations. It’s old school DIY. Most of their decorations were handmade by Dr. Will. Almost all BCEC marketing items and website content was also created by Dr. Will in his alleged “free time.”

“Our business structure itself is pretty fun. Dr. Will serves as the practice director, overseeing and leading operations. From there, we have a leadership team made up of the amazing members of our staff,” says Dr. Lloyd.

“Dr. Will and the leadership team work really closely together on a daily basis to continue to innovate eyecare and optical. The coordinators and team leaders then work side-by-side with the staff to ensure that we’re operating like a well-oiled machine.”

So, their success is about people, community and innovation. Such an easy philosophy to espouse, one that looks good on paper; but remember: the Tantums know words are only as powerful as their relevance.

“Being a part of our community is paramount. We try with all that we have to support the community. But you absolutely have to be relevant to thrive,” he says.

“You have to be a part of the community and in-tune with the culture. People are eager to support local businesses that they connect with. If you put your focus into your staff, patients and products more than pinching pennies each day it pays off ten-fold.”

Right? Right. For a family-owned, community-focused shop the Tantums have quietly embraced what can only be seen as a punk rock attitude to success.

“You absolutely have to stay true to who you are as a business owner/practice. In an age of cookie-cutter practices, take a chance and be who you are. Let everything about your practice reflect who you truly are,” Dr. Will says.

“Never be afraid to do what others tell you won’t work or that doesn’t make sense to them. If you have a dream, make it a reality!”

5 Cool Things About Blount County Eye Center

1. Every day is Earth Day. BCEC is committed to sustainability and they keep that in mind every day. They carry frame lines and products that are environmentally conscious, while also supporting companies that support social causes.

2. One for one and all for one. Their Eye Love Wear & Share Program began as a partnership with a clinic in rural Guatemala and has evolved into an in-house, one-for-one program in Guatemala, Haiti and Blount County.

3. The kids are all right. The practice provides eye exams and glasses to any child in need through the Family Resources program in Blount County.

4. Do you want eyes with that? The Optical Shoppe has the region’s only drive-through window for quick glasses/contact/supplement pick-up and drop-off.

5. Working there is like a talent show. BCEC received more than 3,600 applications in one month. “Spend five minutes here and you’ll want to be a part of the team as well.”

Getting Out of the Office for Fun and Profit

In 2016 BCEC launched BCEConnect to entrench the practice in the community. They go to local nursing homes monthly to fix glasses and spend time with residents. They also have a concierge service for local businesses to clean/adjust frames for free. “Ultimately, it’s all part of how we chose to market our practice: Service to others yields long-term relationships and business. The best part is it’s fun to get out of the office and experience new places and new people,” says Dr. Will.

Independent ECP keeps it PC (pro-community!) near D.C.

STORY BY DEIRDRE CARROLL

When Dr. Dora Adamopoulos began the search for a location for her first practice in Alexandria, VA, she had her own version of the three golden rules of retail to guide her: community, community and community.

It led her to the Del Ray neighborhood, a commuter suburb that The Washington Post once described as a pleasantly antiquated pocket “where Norman Rockwell would run out of paint within two hours.”

“I was looking for a culture of local-minded folks who enjoy supporting independent businesses,” says Dr. Adamopoulos. “I wanted to find a strong community where I could grow, but also contribute.”

That desire to serve a customer base rooted in the local community remained a huge priority for her when she settled on a location for her second boutique, eye2eye Optometry Corner Hilltop, which is about 10 miles south of the original practice.

Dr. Adamopoulos fully believes her community is the reason she is in business. As such, giving back to the folks who support that business is key. “We try to find ways to give back that are important to our patients, such as the Wounded Warriors Project, participating in InfantSEE, supporting local school events and local folks in need.”

In keeping with the small-town tradition of Alexandria, eye2eye does its best to support smaller manufacturers, carrying products in a variety of price points, and with a focus on design aesthetic, quality and attention to detail. “Our customers like wearing a unique product that suits their lifestyle,” Dr. Adamopoulos explains. “And I like offering colorful, stylish and offbeat eyewear.”

Dr. Adamopoulos has been practicing for 18 years and her specialties continue to grow. “I enjoy seeing my usual patients, but branching out into fitting specialty contact lenses, nutrition and dry eye have made me feel I can continue to give back to my patients.”

And after eight years as a business owner, she’s learned a few things. First, treat your staff like family. “My staff is on the front lines of my practice, and they often have incredible insights into my business. Treating them like family means getting exceptional loyalty in return, and that loyalty is invaluable,” she says. What’s more, her staff is a valuable resource for her. “I have a staff that is very much on top of what’s happening in the fashion world and what’s happening on the technology side. I have learned so much seeing things through their eyes.”

While her staff has been steadfast, her client base can undergo change depending on the political climate. “Since we are so close to Washington D.C., a lot of our patients are involved in politics,” she says. It’s a point of distinction that her practice gets to know and assist some public figures and see them out of their normal element. It also presents some interesting challenges perhaps not normally faced by other eyecare businesses.

“Every time there is an election, there is the unknown right after,” she says. “People are on hold, many of their jobs are tied to the current administration. We also have a lot of military [personnel] and they are on a three- or four-year cycle. We have to work really hard to get new patients in. But it helps keep us fresh.”

Part of acquiring new patients is maintaining consistency. As such, eye2eye has retained a local marketing person to manage its social presence.

“Local people know where we live, where we work. Having that community input helps to keep the message the same. As a new patient scrolls our feed it is really important from a business point of view to continually talk about our story so that new people understand who we are,” she says.

As a business, eye2eye is constantly re-evaluating its vision and whether it is keeping up with its brand, as the practice grows.

But one part of her business will always remain consistent, she says. “You get back what you give; to your vendors, your patients, your community. If you don’t come full circle with those things you’re going to fail. It’s not just about opening a shop and going home at the end of the day; it’s about being integrated into your community.”

5 Cool Things About eye2eye Optometry Corner Hilltop

1 Dr. Adamopoulos opened this second location to address her migrating clientele. “Many of my patients were outgrowing their smaller Del Ray homes and moving away. We decided to follow them and open a second location to meet their needs,” she says.

2 The number one reason for scratched eyes in her practice? Cute babies and their tiny baby nails.

3 eye2eye participates in the Old Town Boutique Warehouse Sale, which features designer clothing and accessory boutiques. “It draws thousands of shoppers, often with long lines snaking down the block,” says Dr. Adamopoulos. “It is very popular in our area and garners significant earned media coverage.”

4 Active on several social media platforms, eye2eye regularly updates its blog with eye health tips, event information, and staff outings, all of which improve its SEO rankings.

5 eye2eye partners with local clothing boutique, Kiskadee, to merchandise the shop’s mannequins with their frames. They also host pop-ups for local designers without their own space. “We think it’s cool to find creative ways to support our community,” she says.

It’s awesome how involved they are in their community. Marc Franchi and Jason Stanley, STATE Optical Co.

It was so smart of you to participate in a local retail show. Many optical shops would not think of that, assuming that without prescriptions and appointments, the frames would be a moot point. Great way to prospect for new clients. Andrea Hill, Hill Management Group

*The stores profiled in this column are chosen from among the “honorable mentions” in our annual America’s Finest Optical Retailers contest. Like to see your store featured in our pages? Be sure to enter next year’s contest.

Husband and wife thrive at long-planned shop of their dreams

STORY BY VICTOR PAUL ALVAREZ

One of America’s finest, most innovative eyecare shops is run by a husband and wife optometry duo named Sees. What are the odds? More manifest destiny than happy accident, Drs. Theodore and Carrie Sees opened their gorgeous and modern Rockford Family Eyecare in 2014 after years of dreaming and planning.

Ted and Carrie started creating their practice while living in Washington D.C. He’s from rural South Dakota, but she’s a Michigan native and both doctors agreed that the Grand Rapids, MI, area was the place they wanted to settle down and build their own practice. After seven years in the corporate optical industry, they developed their own ideas of how they wanted their office to look and feel. In 2013 they moved to Michigan and immediately got to work choosing opticians to correlate with their vision. A year later they were in business for themselves.

“We came into this business knowing we’d have to stand out by offering unique, trendy frames not offered anywhere around us,” Ted says.

Rockford Family Eyecare is surrounded by established optometry offices and opticals so the Sees diligently work to set themselves apart as a modern and trendy office that offers unique, quality frames and exceptional specialty eyecare.

“We knew we’d have to stand out with customer service as well. We try to create an experience for each and every patient,” he says.

That includes free coffee, hot cider and fresh cookies baked by the doctors themselves. It’s also common for patients to receive hand-written thank you notes for choosing to trust Rockford Family Eyecare with their healthcare.

“Doctors will even make special trips into the office after hours to dispense frames to patients who have to travel long distances to get their glasses,” Ted says.

They also offer a “3 for 3” option which allows undecided patients to take their three favorite frames home for three days to get input from friends and family.

“We realize that there are so many options for opticals and optometry practices in our area, therefore we try to create an incredible experience for those who choose to come to us,” he says.

Rockford Family Eyecare specializes in Dry Eye Disease and Orthokeratology (overnight hard contact lenses that correct vision as you sleep and have been shown to decrease myopia progression in children). They benefit from being the only shop in a two-hour drive with a MIBO ThermoFLO machine to treat dry eye.

The Sees round out their practice with a focus on family and the needs of their community. Their daughter and son were toddlers when they opened the business, pulling 10-hour-days six days a week.

“Some days Carrie was ‘on call,’ as we lived only five minutes from the office. On those days, it wasn’t uncommon for her to see patients with two kids in tow.”

In fact, much of the artwork in the shop is from a local photographer Rebecca Kohn, Dr. Carrie’s sister, and their children make many appearances in the business’s marketing materials.

“In terms of office duties we both enjoy entirely different aspects of the profession and business. I love networking, marketing and pediatric patients. Carrie enjoys billing, office/staff maintenance and ‘older’ patient care. We have different strengths that complement our ability to smoothly run our practice.”

“Being that our location is near what’s considered ‘Northern Michigan,’ we have a lot of patients or patients’ husbands who are hunters. Every year around the time of open deer hunting season, we put on our annual ‘Sees Spa and Soiree’ women’s appreciation trunk show,” Ted says.

This trunk show features various frame lines and the office brings in local businesses to offer services such as free five-minute massages, free make-up advice and samples, free nail consultations and samples, raffle prize giveaways, and food and wine from local chefs and wineries. A portion of the proceeds went a local community charity and their community activism isn’t limited to helping adults.

“We give decorated eyecare kits to about 25 local school nurses that include custom sticky notepads, pens, miniature screw-driver kits, contacts lens cases and solution, lens cleaner and lens cloth. They also include free eye exam and glasses vouchers for those kids who are less fortunate.”

5 Cool Things About Rockford Family Eyecare

How green is their garden? Patients can be sure no trees were harmed during their visit to Rockford Family Eyecare as the business is completely paperless. They’ve even laminated their forms including medical history, dry eye questionnaires, HIPPA forms, medical release forms, and frame waivers for scanning.

See early and often. Their Early Sight Program provides free eye exams to any children under the age of 24 months. “We feel passionately about early prevention of eye diseases and disorders and do whatever we can to help our community’s children.”

Gone Hollywood. The Sees set up a green screen to photograph patients in their frames in front of fun backgrounds like the Eiffel Tower or Mount Rushmore. They post the photos to their social media pages (with patients’ permission). “It’s been very well received by our patients. Patients can tag themselves in our posted photos therefore increasing our office’s exposure to their friends as well!”

The finer (local) things. “We give bottles of wine (made by a local winery) to patients who buy our more luxury lines. We give a box of chocolates made by a local baker to each of our Orthokeratology patients.”

(MO)DO better for everyone. “Another way we support our environment is by carrying MODO. For every frame bought, they provide a frame for someone in an under-developed country. Plus, for each ECO frame bought, the company plants a tree in Africa. The line is made from recycled material.”

FINE STORY: A REWARDING CONTEST

With little experience in the Grand Rapids area, the Sees had to build their audience from the ground up. Many businesses talk about being part of the community, but the Sees knew aggressive and sincere community outreach was the best way to find their patients. They got involved — and are still involved — with the local Chamber of Commerce, Lions Club and Rotary Club, giving their genuine help and precious time whenever possible. “We’re also part of a number of networking groups that help build trust in Rockford Family Eyecare.”

OUR JUDGES SAY

Your 3-for-3 program is a great idea. The green screen room is probably a blast for people! – Andrea Hill, Hill Management Group

This showroom drips with luxury. You expect an experience of elegance and sophistication. I love the sense of space, light and clean lines. Very modern looking and the flow is first class. – Mike Karlsrud, The Karslud Company

The UnOptical snags shoppers with flirtatious advertisements for the shop’s “Big Package” and “Big Rack” deals. It’s sexy, savvy marketing, but Wojcicki has learned that people check out a store for one reason and become repeat customers for another.

The business thrives by having 4,000 frames in stock, everything from the world’s most popular eyewear to edgy independents, plus an onsite lab and optometry office. “If you don’t have it, you can’t sell it,” Wojcicki says, adding that if he ran a shoe store, “I’d have a ton of shoes.”

Wise words from someone who had already been in the eyewear business for 21 years before he launched the UnOptical.

Wojcicki began as a LensCrafters sales associate while in college, eventually serving as a regional director of operations in charge of nearly 30 stores responsible for $43 million in sales.

But when the recession hit in 2008 and Luxottica laid off many managers, Wojcicki’s severance pay helped him open the UnOptical two years later. He’d learned a lot about eyewear retail, especially as a regional manager for Sunglass Hut. But he quickly learned what he didn’t know, too. In the chain environment, many buying decisions had been made higher up. He says it was “eye-opening” and “freeing” to learn about more ways he could help people see better.

The UnOptical has a two-level store on the corner of a busy street in San Diego’s Uptown area. (Wojcicki says he pays a lot in rent and it’s worth it: “That’s my marketing.”) As soon as people come in the door, they see front-line frames arranged not by brand but by lifestyle categories including Classics, Techno, Funk, Sporty and Runway.

Wojcicki says the worst thing he can hear from a customer is “You have a lot, but you don’t have a lot for me.” Merchandising by lifestyle helps people see at a glance what the UnOptical offers in frames they might like. “I don’t want to make it a three-hour mission for them,” he adds.

The main showroom also includes about 650 frames in a “Big Package” section, where complete pairs go for $113 for single vision with plastic lenses, $199 for polycarbonate lenses and $299 for freeform progressives with AR coating. The UnOptical hawks this deal with a knowing wink and taglines like “Everyone loves the Big Package.” The selection includes popular lines the UnOptical stocks all the time including Coach, Kate Spade and Scott Harris.

Also available: the “Big Rack,” with single vision and progressive pairs complete at $99 and $195, respectively. Wojcicki says these pairs are either fun, less expensive lines like Polaroid or designer frames that he’s phasing out. “Big Rack” sounds more fun than “clearance,” and it offers a price point that helps the UnOptical compete with Warby Parker and online frame merchants.

The second floor was once home to discontinued lines sold at deep discounts. “I was bringing in the people who wanted the cheapest thing in town,” Wojcicki says, but he sensed they wouldn’t come back. Last summer, he converted the top floor to a Ray-Ban store with 720 frames, “just about everything they make.”

“A lot of people are anti-Ray-Ban or anti-Luxottica. I look at it as I’m a businessman and it’s my number one brand, so how do I get more of this into my store?” Ray-Ban sales are stronger than ever, but with it off the main floor, more people are discovering and buying other brands like TOMS and Maui Jim.

“Having licensed and independent brands exposes the consumer to both,” he says. “I have a responsibility to my customers and [to] have what they want or need.” Sometimes, it’s a Masunaga, but sometimes, it’s an Armani Exchange with a pop of red or a Calvin Klein in a clear color – or all three. “I don’t like being limited,” Wojcicki adds. “So I don’t want to limit my customers.”

The UnOptical has a two-level store on the corner of a busy street in San Diego’s Uptown area.

5 Cool Things About UnOptical

Quantity and quality. Although the UnOptical doesn’t accept vision plans, Wojcicki says the shop’s volume means he can negotiate with labs and vendors and pass along savings. He adds that he doesn’t know how ECPs who take insurance make any money.

Package store. The UnOptical has a sidewalk sandwich board sign that says, “Check Out the Big Package.” People stop, pose for pictures with it and sometimes post them online. “You have to get people to stop in front of your store,” he says. A water bowl for dogs serves the same purpose: “The dog will stop every single day, and then the humans stop and look in the store.”

Social fans. The UnOptical hasn’t run print ads for about four years, but it loves Facebook ads. Wojcicki calls them “super cheap, super easy to do and super fun,” and he tweaks ads often to see what pulls best. He also gives $50 to staff members who are mentioned by name in a Yelp review, because it shows they’ve created a connection with the customer.

Make lemonade. Through special sales of sunglasses donated by Marchon, the UnOptical has raised more than $83,000 over six years for Alex’s Lemonade Stand, which generates funds for pediatric cancer research.

Wait for it. For people who have their eyes on a front-line frame that’s out of their price range, the annual “Addicted to Spex” sale — held three weeks in the fall — is a big draw, with 40 percent off complete pairs that aren’t available via the package deals.

Working in tandem with onsite optometrist Dr. Todd Hebert, the UnOptical strives to always say yes to the customer. Although the store does about half its lab work in-house (with 10,000 lenses in stock), more complex jobs are sent out. When things go wrong or an order is inordinately delayed, Wojcicki often asks people to pick out another pair free of charge. “That usually stops them in their tracks,” he says. “A lot of times they’ll say, ‘No, no, you don’t have to do that,’ and I’ll say ‘No, I want to.’ The cost really isn’t that much, but if you lose a customer or someone bad-mouths you, that’s a bigger cost.”

Our Judges Say:

“Love the exterior of the UnOptical. It screams, come inside and get ‘The Big Package!’ What a smart, fun and inspiring way to sell glasses. What women want!” – Tanya Gill, OD, Oakland Vision Center Optometry

“I really love the old photos of the famous people wearing their iconic glasses on the walls. The exterior of this shop is so unusual and beautiful.” – Colleen Galanti, Pascarella Eye Care & Contact Lenses/Opticians on Facebook

“You understand the value of inventory - from lenses to frames - and while that’s nuts-and-bolts business sense, there’s nothing common about it. I love your ‘It takes a village to drive a business’ motto. You should copyright that.” – Andrea Hill, Hill Management Group

This article originally appeared in the March 2017 edition of INVISION.

Virginia store finds success with high-end style and super service

STORY BY DANIEL P. SMITH

If frames are an artistic expression of a person’s individuality, as Drs. Scott and Becky Mann believe, then it made all the sense in the world for the husband-and-wife team to turn their Christiansburg, VA-based optometry operation into a space befitting that theory.

“We want to convey the intersection of art and eyewear in all that we do,” Scott says.

Today, Invision and its 4,500-square foot office continue driving the rebirth of downtown Christiansburg and serving the area’s fashion-conscious individuals’ eyewear needs — though it’s been a long, winding road.

Dr. Henry Stewart opened his namesake optometric practice in downtown Christiansburg — Invision’s forerunner — in 1958. When he retired in 1990, he sold the business to the Manns, native Virginians who met at the University of Alabama at Birmingham School of Optometry.

At the time, the practice had one staff member and three green leather chairs, a glaring reminder of its roots in the Eisenhower era. Downtown Christiansburg, meanwhile, was a shell of its former self as big box stores outside town continued to quiet Main Street’s once-spirited existence.

For their first decade in business, the Manns steadily built the practice — then called Eye Care Optometric Center — gaining new patients and marketplace credibility in Christiansburg, a town of 22,000 surrounded by the Blue Ridge Mountains.

In 2002, the Manns started rebranding and changed the practice’s name to Invision, a sharp-sounding, simple-to-recall moniker that didn’t tie it to any specific location or doctor’s name.

“We wanted the brand to be bigger than us and be able to grow easily if we chose,” Scott says.

Altering the name was the beginning of a more ambitious shift.

In 2005, the Manns launched a $400,000 interior renovation. “We’d outgrown the space and it was time to upgrade the brand,” Scott says.

Invision was soon a construction zone as boring glass shelves and wall-to-wall carpeting gave way to the Manns’ vision for a boutique-like space designed after an upscale restaurant or spa.

Crews cut into the second-level flooring to create an atrium-like feel, surrounding the opening with custom-made nickel railings, while a new, eight-foot skylight, 30-feet above the ground, showered the space with natural light.

“Frames display better in a cheerful environment,” he says.

The renovation also included the restoration of the space’s century-old oak floors, consistent materials (marble, nickel and nothing plastic), chair rails and cheerful yellow hues.

“Sherwin Williams Cachet Cream and Humble Gold,” Scott says of the oft-mentioned wall colors. “They look great with the light-colored wood and lighting, but don’t overpower the frames.”

During the renovation, the Manns considered every detail from the whimsy of an eight-foot tall giraffe peering over the operation and original artwork from local artist Jeannie O’Neill featuring women wearing funky eyeglasses to custom-made, backlit duratrans and floating glass shelves suspended by cable wires that invite customers to touch the shop’s nearly 1,200 frames.

“It’s very sophisticated and put together, some people even say it reminds them of an art gallery,” Scott says. “But it’s also very comfortable and cozy — upscale without being stuffy.”

In the first year following the renovation, Invision captured a “nice increase” in business. In year two, however, the jump was significant.

Invision’s charge has continued in subsequent years led by a veteran-laden team that delivers high-level service alongside a curated lineup of frames and custom options courtesy of on-site lens edging. Scott, in fact, calls service a competitive advantage at Invision, which boasts an average review of 4.9 on both Google and Facebook from more than 100 combined customers.

“Our staff has bought into the idea that world-class service makes the difference, and when you combine that with a nice setting, it’s a telling reason for people to visit,” says Scott, adding that Invision’s second location in Salem, directed by business partner Dr. Jon Gudeman, carries the same sensibilities and look.

In 2015, the Manns overhauled the Christiansburg building’s exterior. In addition to fresh paint, a trio of seven-foot metal eyeglass sculptures were installed on the building’s brick. Crafted by local artist Dave Wertz and painted in Invision’s orange, green and black colors, they have enlivened downtown Christiansburg and frequently appear on social media.

“We’re not the type to settle for good enough,” Scott says. “There’s always something that can be improved.”

PHOTO GALLERY (11 IMAGES)

5 Cool Things About Invision

1. Big hearts. The Manns, as well as business partner Dr. Jon Gudeman, have all made numerous trips to in-need nations around the globe to provide glasses and vision checks. During a recent trip to Nicaragua, for instance, the Manns handed out more than 400 pairs of reading glasses.

2. Fresh scents. Though sight certainly takes center stage at Invision, the Manns work to create a pleasing environment for all of the senses, including smell. To that end, the office receives fresh flowers from a local florist at regular intervals and also pumps a controlled lemongrass scent into its office.

3. Survey says. The Manns have long been survey junkies, and regularly ask patients to provide formal feedback. Later, the Manns read those surveys aloud at staff meetings. “This lets us know how we’re doing and keeps us all on our toes,” Scott says. Of note, 99 percent of Invision’s more than 1,300 surveyed customers would refer the practice to a friend.

4. No fuss returns. In addition to an 18-month warranty, Invision also offers a 30-day satisfaction guarantee. If customers do not love their eyewear, Invision promises to remake them, replace them or refund the purchase price. “If customers are not happy, then I don’t want to keep their money,” Scott says.

5. Happy matters. Within a few weeks of each eyewear purchase, Invision staff calls patients to make sure they are completely happy with their eyewear. These “Happy Calls,” Scott says, increase Invision’s touch points with customers and highlight the business’ commitment to going above and beyond.

FINE STORY: A REWARDING CONTEST

Last December, Invision’s “Give the Gift of Sight” Facebook contest invited the public to nominate someone deserving of a high-end pair of glasses. A woman named Lisa nominated her brother Larry. Though Larry faced declining physical abilities due to multiple sclerosis and his own hardships, Lisa called him an encouraging force for others.

In a week’s time, Larry accumulated more than 1,000 votes to win the contest. He selected classic frames with a digital, freeform progressive lens. Invision also provided a super hydrophobic anti-glare treatment to reduce glare and afford Larry even further improved vision.

“Anytime you can help someone with something you do, it’s rewarding,” Scott says.

]]>turnleftcreative@gmail.com (Daniel P. Smith)America's FinestFri, 27 Jan 2017 03:49:53 +0000Artisan Eyeworks is Doing It Right Up in Oregonhttp://invisionmag.com/best-of-eyecare/america-s-finest-optical-retailers/2688-artisan-eyeworks-doing-it-right-in-oregon.html
http://invisionmag.com/best-of-eyecare/america-s-finest-optical-retailers/2688-artisan-eyeworks-doing-it-right-in-oregon.htmlDoing It RightUp in Oregon

STORY BY JULIE FANSELOW

Drs. Michael and Kimberly Hoyt were strolling around Ashland, OR, in the late 1990s when they saw a charming two-story brick building for sale in the city’s Railroad District. Michael half-jokingly suggested that they ought to buy it, live upstairs and practice optometry downstairs.

The couple were working for Medical Eye Center, a major ophthalmology practice in Medford, about 13 miles north, so the timing wasn’t right. But after 21 years at their jobs in Medford, the Hoyts left in 2014 to create Artisan Eyeworks, a stylish business in that same landmark building they’d eyed many years before.

As optometrists in a busy medical practice, Kimberly and Michael each saw more than 40 patients a day. Now, they each serve no more than 10 patients in that time. The Hoyts obviously get to know patients a lot better, and they’ve become avid eyewear scouts, too. “We still practice the highest level of refractive and medical optometry,” says Michael. But now they spend just as much time “nerding out” on glasses, curating cool frame lines and finding the perfect pair for everyone who walks in the door.

Their frame selections have proven a hit in Ashland, a somewhat isolated town of about 21,000 people near the Oregon-California border, a half-day’s drive from Portland. As home to Southern Oregon University and the nearly year-round Oregon Shakespeare Festival, Ashland is a college town that also draws many cultural tourists and growing numbers of retirees, yet there was little in the way of independently crafted eyewear. The Hoyts knew a niche when they saw it.

Several niches, actually. For budget-conscious people and folks who like to buy American, Artisan Eyeworks offers a section featuring 132 “Made in the USA” frames, most priced under $200. Authenticity is the common denominator for these lines, which include Kala, NW 77th and Shuron, plus Randolph Engineering, a Massachusetts company that got its start making sunglasses for the U.S. Air Force.

Meanwhile, folks looking for luxury lines won’t leave disappointed. This used to be an art gallery, after all. Now Artisan Eyeworks offers frames for faces from the likes of Anne & Valentin, Beausoleil, Blackfin, Etnia Barcelona, ProDesign and Shauns California. Add up-to-date exam technology including an Optomap retinal scanner plus a Zeiss iProfiler and iTerminal, and the Hoyts have positioned Artisan Eyeworks as the destination for first-rate vision care throughout Oregon’s Rogue Valley.

They’ve made the shop easy to find, too. Ashland’s downtown can be a daunting place to park, and its business mix caters heavily to tourists. With its location nearby in the Railroad District, Artisan Eyeworks draws both foot traffic from locals who enjoy the more low-key neighborhood, as well as intrepid visitors who like to veer off the beaten path a bit. So it’s not uncommon for people just passing through to find their perfect glasses here — though of course, the Hoyts recommend that out-of-towners get their lenses with the help of their own independent local eye doctor.

Whether they come from near or far, people discover Artisan Eyeworks to be a welcoming place. Lots of casual, comfortable seating and a big, colorful rug define a spacious reception area in a storefront that’s been everything from a mercantile to a dance studio where Kimberly used to take classes. The optical blends a variety of display techniques — some showcases, some tiered shelving along brick backdrops — to give frames lots of room to breathe and shine.

Optical designer Barbara Wright reviewed their plans and hired local contractor Adam Drost to finish the space. Together, they made the most of the building’s high ceilings and corner light, with multi-hued wood floors and accents plus functionally beautiful fixtures that contribute to the warmth of a place where people are happy to spend time.

Says Michael, “It is important to all of us that we enjoy every day.”

PHOTO GALLERY

5 Cool Things About Artisan Eyeworks

1. Wise move. For its branding and logo, the Hoyts hired Mark Mularz of Moodio Design and gave him just one restriction: No eyes. Mularz asked a series of questions such as “If your business was an inanimate object, what would it be?” and “Describe your business in one word, two words, three words,” but he wouldn’t let Kimberly and Michael confer on their answers. He came up with a friendly owl (now dubbed Arty) “because owls are wise and have great vision, but this one is just whimsical enough to represent both of our personalities,” says Michael.

2. Think local. With a food co-op, hardware store, coffee roaster and restaurants nearby (and a yoga studio right upstairs), Ashland’s Railroad District “is really where the local people hang out,” says Kimberly. Artisan Eyeworks, an associate member of the Ashland Gallery Association, takes part in its First Friday Artwalks.

3. Adventurous spirits. The Hoyts spent their 30th anniversary year opening Artisan Eyeworks, then launched into remodeling a nearby home of similar turn-of-the-20th-century vintage. That’s a lot of sawdust and paint in two years, but since home and office are a mere 800 feet apart, the Hoyts now enjoy an especially easy commute.

4. Satisfaction guaranteed. Artisan Eyeworks offers a full, no-questions-asked refund. Michael Hoyt says that in the business’s first year, just one person took them up on it.

5. Sharing good fortune. The business seeks word-of-mouth via fortune cookies given to every patient. Each cookie has the same legend: “Confucius say, good things come to those who recommend Artisan Eyeworks.”

What the Judges Said

It’s the only local facility to carry strictly independent eyewear. The artwork is fantastic. — Andrea Hill, Hill Management Group

Clean, crisp and contemporary yet welcoming and warm. I like the use of light and the hard splashes of color. — Mike Karlsrud, The Karlsrud Company

FINE STORY

Michael Hoyt's Big a-ha Moment

Michael Hoyt recalls an a-ha moment he had not long after Artisan Eyeworks had passed its first anniversary: “We’re not an optometry office with an optical. We’re an optical with two optometrists,” he says. “It’s the optical that drives our business.” About 70 percent of revenue is coming from eyewear, with plenty of people bringing in other doctors’ prescriptions because they can’t find what they want elsewhere. “We also get business that’s totally unexpected, and that’s from the tourists,” adds Kimberly. That was another a-ha: realizing that when people are on vacation, they actually have the most time to relax and have fun shopping.

This article originally appeared in the January 2017 edition of INVISION.

The Precision Vision Edmond team ... can you guess each one’s nickname?

During a summer in college, Dr. Selina McGee got her first job in eyecare. Little did she know that this experience, in Pennsylvania, would pave the way to define her professional career in the decades ahead of her — all the way to Oklahoma. “I worked for two optometrists, and I fell in love with it,” McGee says.

McGee now runs two practices: one where she’s been for 14 years, and this one, which she took over about 2½ years ago. The story of how McGee came to own what is now Precision Vision Edmond, however, starts several years back. “There was a doctor I knew of, Dr. Larry Olsen, and I thought he might be at the age where he was considering doing something different, so I cold called him and said, ‘I’m not a crazy person, this is going to come way out of left field, but hear me out.’” Fast forward through a lunch where the two hit it off, followed by several years of Dr. Olsen prepping his patients for the switch (praising McGee every step of the way). “You hear about so many of these transitions going badly,” McGee says, “but we checked our egos at the door.”

Having already put years into another local practice (which she continues to run), McGee had a clear vision of how she wanted to run the business. “I wanted a practice that’s built around the team,” she says. “I wanted to continue the legacy that had been built for 40 years, and make it a positive patient experience, but I also wanted it to be a positive employee experience.”

McGee keeps this vision firmly in place as the practice grows, and she ensures that everyone on her team is confident in their own decision-making skills and ability to work well together. She’s held two full-day retreats with the team so far, the results of which have been evident in the group’s morale and results. Every Monday, in a space called the Huddle Room, they meet. “We talk about what we’re grateful for, and what our intentions are,” McGee says. “I change that up every week, and it’s more personal because I want people to realize they’re working with other people, not robots.”

These interactions are invaluable and inevitably help in other areas, like conflict resolution. So when conflict resolution is in order, McGee is all about moving forward. “We immediately go in the Huddle Room and talk about the breakdown: what happened, where, what we learned from that,” she explains. “And finally, how do we move forward so it doesn’t happen again?”

It’s clear that the aforementioned moving forward happens swiftly and genuinely. In fact, while she takes the practice quite seriously, McGee says the most fun thing about Precision Vision is the people. With true excitement in her voice, she describes something that patients — as well as the staff — love. “All of our name badges have our little owl [logo] on them, and everybody has a fun name,” she says. Dr. Kyle Henderson is Master of One or Two. The receptionist is the Director of First Impressions. Emilee Beard, who does insurance, is the Benefits Big Shot. Technician Amanda Cole, goes by the nickname Wingman. With simultaneous joy, pride and a laugh in her voice, McGee continues, “I’m the Visionary, and Paige Perry, who is a floater, wears a badge that says, ‘D. I’m all of the above.’ Precision Vision recently added Germaine Shock — her name tag says ‘They Call Me G.’” Not to be outdone by anyone, the office manager, Brianna Shara, is referred to as Happyness Advocate. “We purposely misspelled Happyness to be like the movie [The Pursuit of Happyness],” she says. “That’s what you can’t buy down the street and that’s what makes us different.”

And the fun doesn’t stop with the staff. McGee, who describes herself as “someone who jumps right in and goes for it,” seizes the opportunity to find fun and positivity in everything — especially the glasses themselves. “The most fun ones I have are always the ones on my face, you know?” She describes her latest favorites, a pair of round MODOs with a double bar. “They are geek chic,” she says. “And my other favorite — because you can’t have just one — is a Lafont. It’s a re-edition of the P3s, but navy and white polka-dot fabric. They are fabulous.” We have no doubt.

Five Cool Things About Precision Vision

WELCOME HOME: The inside of Precision Vision looks like a living room. “It doesn’t look like a doctor’s office,” says McGee. “I want people to be comfortable. There’s comfy chairs and a cute sofa and a little place where they can have coffee and tea.” The optical is set up in the middle of the practice without frame boards. “I hate frame boards. So it’s all open shelves and the exam rooms kind of continue that personal space.”

COMMUNITY COUNTS: Precision Vision stays active in the community, partnering with local organizations and supporting local efforts. “Every month we try to pair with something local — it’s important to bring awareness and to help fund-raise,” says McGee. In August, they worked with a group called You Are Special, which gives kids in need a chance to shop for new clothes before school starts.

PLAYING GAMES: McGee has implemented open-book-management, customized-for-optometry strategies from the book The Great Game Of Business, by Dr. Danny Clark. “I went to a retreat where Dr. Clark, who practices in Wichita Falls, had done this program,” she says. “I went to the class and he had a map of how to implement it. It usually takes 90 days, but we did it in two weeks!”

FLOWER POWER: A self-described flower fanatic, McGee is the real deal in the gardening department. She sits on the Edmond Beautiful board and handles the group’s photography. And while she handles the landscaping at her own home and the practice, McGee is still a fan of florists. “I have fresh flowers delivered every Monday to the office,” she says. “I’ll put a new frame in the arrangements, and say, ‘Here’s what we got this Monday!’”

TESTING, TESTING: Frame selection can be painstaking and many patients really need some time to feel good about their decision. At Precision Vision, patients who participate in the 4x4 Program can take home four frames for four days and take their time to decide. The results speak for themselves, as McGee reports “more multiple-pairs sales and less remakes.”

FINE STORY

Teaching Responsibility With Zig Ziglar

Dr. McGee added a Zig Ziglar quote on the wall of their Huddle Room, that says, “You don’t build a business, you build people, and then people build the business.” Toward that end, McGee tackles the concept of accountability with an “above the line/below the line” approach. “Above the line is true accountability,” she says. “It’s ownership, commitment, and problem solving, while below the line is where you become a victim.” She takes a clear stance on this, noting, “One of the things we talk about is when you see something, you own it, you solve it, and then you do it. Don’t wait for somebody else to do it. Don’t make an excuse. The cool part about that is when they take that and run with it, they make much better decisions than I would ever make.”

What the Judges Said

Very cool that they allow their customers to take frames home. Extra points for a beer truck on the lawn! — Marc Franchi and Jason Stanley, STATE Optical Co.

The choice to stop comparing your family-owned business to large corporate entities — and focus instead on your own strengths and qualities — was excellent. — Andrea Hill, Hill Management Group

The open-air shelves, pastel colors and living room furniture makes this store feel like a casual, relaxing place to select your next eyewear look. — Mike Karlsrud, The Karlsrud Company

This article originally appeared in the November 2016 edition of INVISION.

After 31 years as the co-owner of Bouquet Mulligan DeMaio Eye Professionals in central Pennsylvania, it would be easy for optician Jim Mulligan to accept the status quo, to float along in the business he and his team grew into one of the area’s most respected optical destinations. Mulligan’s done his time and earned the opportunity to coast into retirement, right? At this stage of the game, enduring risk or interruptions to a comfortable routine should be a thing of the past.

Located in central Illinois, Specs Around Town offers a cozy boutique setting within a rather expansive geographical area. The downtown Bloomington shop serves clients from Chicago (two hours north) and St. Louis (two hours south), as well as Peoria and Champaign-Urbana. Even so, the experience clients receive is personal, customized and unique. Always unique.

During her third year in optometry school at Pacific University in Forest Grove, OR, Laura Armstrong and her MBA-wielding husband, James, decided to make their long-term home in Portland. That decision alone wasn’t striking, especially given the vibrancy that fills the 610,000-resident city along the Pacific Coast. But alongside the couple’s decision to settle in Portland, the Armstrongs concocted another plan: They would build an optometry practice reflecting their own style and values. It was a bold decision given that Portland is rich in a few areas: weird, foodies and optometrists.

This article originally appeared in the August 2016 edition of INVISION.

]]>turnleftcreative@gmail.com (Daniel P. Smith)America's FinestFri, 29 Jul 2016 01:42:00 +0000A Young OD's Cold Open Pays Off For Look + See Vision Carehttp://invisionmag.com/best-of-eyecare/america-s-finest-optical-retailers/2191-2016-america-s-finest-2nd-place-look-see-vision-care.html
http://invisionmag.com/best-of-eyecare/america-s-finest-optical-retailers/2191-2016-america-s-finest-2nd-place-look-see-vision-care.htmlFrom the start, Dr. Tammy Vo knew running her own practice was the way to go. In 2014, about a month after graduating optometry school, Vo signed a lease and began transforming the Austin-based space she found into Look + See Vision Care. “While my office was being built, I worked for other people,” she says, and adds, laughing, “I was like, ‘Well obviously I’m making the right choice, because this is terrible.’”

This article originally appeared in the August 2016 edition of INVISION.

About 20 years ago, Dr. David Schultz, aka Dr. Dave, greeted a disappointed elderly patient. Her daughter had told her the story of the doctor in short pants. That was the last day Dr. Dave made the mistake of wearing long pants. Today, he is known as “The Man in Short Pants” and you’ll even see him at Vision Expo East, in New York, in the snow, in his shorts.

This article originally appeared in the August 2016 edition of INVISION.

]]>dcarroll@smartworkmedia.com (Deirdre Carroll)America's FinestSat, 28 May 2016 05:10:57 +0000Mississippi's Fine Eyes Brings California Cool to the Deep Southhttp://invisionmag.com/best-of-eyecare/america-s-finest-optical-retailers/2006-america-s-finest-fine-eyes.html
http://invisionmag.com/best-of-eyecare/america-s-finest-optical-retailers/2006-america-s-finest-fine-eyes.htmlMake no mistake, Cleve Barham has a style all his own. On the particular morning of this interview, the 64-year-old Barham sports tan socks lined with orange and yellow bifocals; doesn’t so much laugh as chortle, injecting a normal person’s laughter with an inordinate and spirited amount of glee; and generally employs two talking speeds: fast and faster.

This article originally appeared in the June 2016 edition of INVISION.

And at Fine Eyes, Barham’s high-end, Ridgeland, MS-based eyewear boutique, every little bit of that flair comes alive in his 800-square-foot storefront.

The modern and eclectic 8-year-old space features pop art-inspired mannequins with bright red lips, a wistful nod to Robert Palmer’s iconic Simply Irresistable music video, while red, blue and green martini glasses sit beside frames from Zero G.

Throughout the shop, a diverse collection of frame stands — from chrome and painted noses to farm animals and the 12 zodiac symbols — hold some of the shop’s boldest-looking frames from brands like Etnia Barcelona and SALT. In the front window, meanwhile, two full-bodied mannequins don formalwear and sunglasses, looking California cool in the Deep South.

“There’s a pop right when anyone walks in the door,” Barham says.

A former Calvin Klein eyewear rep, Barham first opened Fine Eyes in September 1995 in Ridgeland, a bedroom community just north of Jackson, MS, The Magnolia State’s largest city and the state capital.

“When I first started, I was just trying to make a living and feed the family,” confesses Barham, a father of two adult daughters.

That same year, the Ridgeland City Council voted to develop an overlay district, intent on manufacturing a downtown for a community that never had one. “The mayor envisioned building a downtown from scratch, something that looked old, but was all brand new,” Barham says.

And that’s precisely what transpired — albeit over an arduous and long dozen years.

Walk into “downtown” Ridgeland today and you’d think you stepped back in time, a welcome departure from the nondescript strip mall location that housed Barham’s original Fine Eyes store for 13 years. “It literally looks like it’s been here for a century, right down to the fact that you have to cross over railroad tracks to get here,” Barham says.

Keeping pace with the area’s strict, city-defined architectural guidelines and the neighborhood’s other specialty retailers, Barham’s two-story yellow building on Jackson Street is punctuated by a bold red door.

That’s only the eye-catching start. In designing the space, Barham enlisted the help of one of his most loyal customers, Ridgelandbased interior designer Lisa Palmer. Together, Barham and Palmer collaborated on the design.

Fast talking and wildly creative as Barham is, his design instructions were simple and clear. “Old but new,” he sings.

The white-walled space is just that: a compelling and dynamic blend of classic, time-honored features and modern elements.

On the showroom floor, each vendor captures its own space, a defined area thoughtfully fashioned to capture the given brand’s vibe. Maui Jim’s slice of the store, for instance, features Hawaiian leis, flamingo figurines and colored fish frame stands, while the Vera Wang Eyewear section includes wedding goblets, a bottle of Vera Wang fragrance and a crystal frog.

“I get creative with the presentation, and this is really when I have fun,” says Barham, who favors a mix of product across different price points. “I buy lines; I don’t buy frames. I commit to a line and I buy deep.”

Though located about one mile from Renaissance at Colony Park, one of the South’s premier — and most upscale — shopping malls, specialty retail thrives around Fine Eyes’ downtown Ridgeland location. Barham is surrounded by other forward-thinking independents, including the area’s top women’s boutique, a sophisticated men’s store and a chic bridal salon.

“In this market, there is cool, fashionable product, but you need to know where to find it — and a lot of that is right here around our shop,” says Barham, a former Vision Expo board member.

A native Mississippian who has long been reminded that he lives in “the poorest state in the Union,” Barham has been undeterred by the perceived hurdles. With no on-site doctor and a no-insurance policy, he’s selling $1,000 frames into his 21st year of business.

“Did I think I could do it? I don’t know, but I’ll tell you I know I love making people feel good about wearing their glasses,” he says.

He pauses — a rarity in the energized world of Cleve Barham — before starting up again.

“And I’ll tell you something else: I believe I could put this dog and pony show anywhere else — in Chicago, in New York City, you name it — and I could make a go of it. I’m that confident in what I do.”

5 Cool Things About Fine Eyes

Fine Eyes’ Cleve Barham in the courtyard of his Ridgeland, MS, store.

1. A PEOPLES' FAN: The custom-made exterior signage was inspired by one of Oliver Peoples’ original frames. “I handed the sign maker a pair of OP 5s and told him to make me a sign that looks like this and to then put ‘Fine’ and ‘Eyes’ where the each of the lenses would be,” Barham says.

2. HANDS-ON OWNER: Each Sunday, Barham visits his store to clean the glass shelves and displays, a weekly tradition that has him touching and playing with merchandise on a regular basis. “Because of that, the store is a little different each week,” Barham says.

3. BEAUTY IN BLOOM: Fine Eyes shares a courtyard with its neighboring businesses, a flower-packed area rich in sensory-exciting color and scent. “It’s all in bloom now,” Barham says this morning in April. “The greens, reds and purples are coming out.”

4. EYEWEAR IS FASHION: When people ask Barham what he does for a living, he says — without hesitation — that he’s in the fashion industry. “After all,” he says, “eyewear is the number one fashion accessory anyone can possibly wear. We’d all do well to remember that.”

5. WHERE OLD IS NEW: Separating Fine Eyes’ backroom from its showroom hangs a crisp, custom-made white curtain embroidered with a large pair of vintage frames, another example of Barham’s “old but new” design aims.

Fine Story:Where the Clients Are Stars

Running along the top of the Fine Eye’s showroom wall, Barham features 10 black-and-white framed photos of customers — a local radiologist, an attorney and a real estate agent among them. When Barham first opened in 1995, he photographed many customers wearing the eyewear they purchased from his store, later running advertisements in the local newspaper featuring the customer’s photo and the Fine Eyes logo.

“This worked beautifully as a marketing tool,” he says. “People would be out and about in town and they’d be spotted from the ads, which got our name mentioned plenty. In a small community like ours, that was golden.”

Barham then points to another photo in the middle of the lineup. It’s him, circa 1957. “See that,” he beams, “right in the middle of two good-looking women.”

Paula Hornbeck can scratch this one off her bucket list. In 2014, seven years after launching Eye Candy in Delafield, WI, Hornbeck opened Eye Candy Kids, a toddler, tween and teen-focused eyewear boutique, expanding the brand’s presence in this affluent, 7,000-resident Milwaukee suburb peppered with independent shops and lakeside homes. “I’m literally living the dream,” Hornbeck says.
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On first glance, people who step into Karoo might think they’ve entered an adventure travel store — or even a luxury wilderness outpost. Reclaimed wood and African scenes cover the walls. Maps and compasses dot the tables, and there’s talk of passports. But eyeglasses delicately hanging from the ceiling and artfully lined atop shelves eventually bring things into focus at this new Atlanta optical destination.

Karoo takes its name from a semidesert region of South Africa, which is fitting since that nation is the homeland of Karoo owners Mark Meyberg and Dr. Gavin Cohen. Working with full-time, in-house optometrist Dr. Lina Barry, they’re creating an optical oasis that stands apart with its blend of affordable, one-of-a-kind eyewear and special attention to eye health.

Like Warby Parker, Karoo has strong lifestyle branding and sells only its own line of eyewear. But unlike the Internet giant, Karoo is strongly rooted in one physical location (for now, anyway), and a manifesto on its website makes it clear that vision health comes first here: “We believe in face-to-face meetings,” it says. “That’s why we want you to come into the office and experience what we can do for your eye health in person.”

At $69 for an eye exam (Optomap retinal scan included), easy online exam booking and all single-vision complete pairs priced at $149, who’s to argue? Of course, at that price point, many customers are apt to want more than one pair, so Karoo makes that easy, too. Once customers come in for the exam and initial eyewear consultation, they’re eligible for a Karoo Passport — an insider’s ticket to shop and order more styles online.

The passport is a brilliant means of encouraging multiple pair sales and accommodating people’s desire to shop online. But given Karoo’s location in the up-and-coming Ponce City Market, customers may well seek return trips to check out the selection in person. The market complex in a former Sears, Roebuck & Co. build ing in Atlanta’s Old Fourth Ward is filling up fast with chic neighbors that range from national chains like Lululemon and Williams-Sonoma to local and regional indie retailers, plus two dozen restaurants, bars and snack shops. It’s certainly a hot place to “See and Be Seen,” which is one of Karoo’s taglines.

The other motto is “Life Wide Open,” a phrase intended to instill the thrill of adventure, the search for beauty and a promise not to settle for anything but the best. Meyberg and Cohen worked with Square Feet Studio of Atlanta to design a space that captures this attitude, as well as the lure of the desert region that inspired the Karoo brand.

Well-worn leathered seating invites people to relax amid vintage accessories like authentic binoculars and travel cases. A custom table has steel legs that resemble those of an African elephant. The branding extends to custom eyewear cases made of cork, and to a logo that incorporates both an elephant and the small hills — called koppie — that rise up from the African plains. Even the orange motif pays homage to the Karoo’s arid landscapes.

Cohen and Meyberg, who have more than 40 years of optometry experience between them, designed Karoo as a place to get eye exams with state-of-the-art equipment and an on-site lab. “Our goal is to inform patients and customers about glasses and eye health — to be a full-fledged practice,” Cohen says.

Once the eye exam is complete, customers can take a trek through Karoo to hunt for the perfect pair of frames, with colorful styles to fit every taste and face, all curated and created by Meyberg and Cohen, and all bearing the Karoo brand.

And the Karoo brand is the only line the store sells. “Being in the industry for so long, we knew what people want,” Meyberg says. There was never even a thought to carrying other lines, he adds. “We’re totally independent. No one is telling us what to do.”

While first glance may reveal more adventure travel store than optical shop, Karoo has state-of-the-art exam equipment and an on-site lab.

But the house line runs deep, with frames for every flavor of geek chic. (From the website: “Nerd out in your Karoos. We definitely nerded out creating them.”) Styles are named for the exotic animals of South Africa, including kudu, bateleur and oryx.

And although browsing is welcome, help is always nearby. “Our associates have great instincts on what would look great on people,” Meyberg says. “We prefer to have staff who have optical experience, not just salespeople.” Karoo has sales reps in the community at large, too, with a corps of Brand Ambassadors giving Karoo good word-of-eye exposure all around Atlanta.

With Karoo on target to hit its first-year sales projections, Cohen says expansion is “just a matter of time.” He notes that they’ve had interest from doctors in other states who have multiple locations and may want to bring Karoo to their market. “I always thought price, quality and service could never exist together,” he adds. “That’s what’s so cool. We have all three.”

Five Cool Things About KAROO

Top left to right : Mark Meyberg , Calvin Pegus, Bottom left to right : Dr. Gavin Cohen, Dr. Lina Barry and Ramona Sandro

1. ONE PRICE PLAN: No matter how colorful or exotic, every single-vision pair of glasses is $149. (Polarized Rx sunglasses cost $249 and progressives cost $299.) All pairs also come complete with AR and scratch coatings plus a one-year, “no questions asked” warranty on the lenses.

2. Yes, it’s a small world: Even though Mark Meyberg and Dr. Gavin Cohen are both from South Africa and had worked in the optical industry there, neither had met the other until they came to the Atlanta area and eventually got into business together.

3. Local love: Although Karoo has expansion aims, “We want to be known as local to the Atlanta market,” Meyberg says. “It’s our birthplace. We’re Atlanta boys, even though we don’t sound like it.” The Karoo Brand Ambassadors program is another way the brand enhances its local ties.

4. NO NEED FOR INSURANCE: Karoo accepts many insurance plans, but most customers are private-pay — not surprising, given the reasonable price points.

5. Time for your close-up: Karoo found an ace copywriter for its website. For example: “Our in-house optometrist, Dr. Barry, will begin your exam with both an evaluation of your prescription measurements and a picture of your retina. Don’t worry; she’ll make sure to get its good side!”

FINE STORY

Karoo's Brand Ambassadors

The theme of exploration and adventure stretches to select Karoo customers known as Brand Ambassadors, who represent for the new line by wearing their Karoo frames with pride as they move about their high-profile lives in Atlanta. Ambassadors include local radio personality Mara Davis, marketing guru Bill Kaelin and other entrepreneurs and leaders in the travel and social media realms.

The party starts as soon as the lipstick-red Porsche Boxster convertible with license “EYE (heart) DR” pulls in front of a stone cottage in Houston’s tony River Oaks section.

“My car is the ‘we’re open’ sign,” says Dr. Sheena Garner, the owner of EyeBar, a concierge-style eyecare practice and eyewear boutique that’s just over a year old. At EyeBar, clients can get eye exams, Lasik surgery, spectacles and contacts. But the menu also includes services seen far less often at optometry offices: lash and brow extensions, makeup and makeovers, eyebrow waxing and threading — even injections to banish crow’s feet.
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michele-meyer@smartworkmedia.com (Michele Meyer)America's FinestFri, 04 Mar 2016 02:43:00 +0000Uptown Family Vision Blends Old With New in Chicago Suburbhttp://invisionmag.com/best-of-eyecare/america-s-finest-optical-retailers/1541-america-s-finest-uptown-family-vision.html
http://invisionmag.com/best-of-eyecare/america-s-finest-optical-retailers/1541-america-s-finest-uptown-family-vision.html

This article originally appeared in the February 2015 edition of INVISION.

On the northwest edge of Chicago, about 15 miles from downtown, sits the town of Park Ridge, IL. The childhood stomping grounds of Harrison Ford and Hillary Clinton, it’s a city of about 38,000 people that still looks like something out of a Normal Rockwell painting: tree-lined streets, upper middle-class homes and soccer fields teeming with giddy youth and adoring parents.

With more than 400 shops and nearly 3 million square feet of leasable space, the King of Prussia Mall near Philadelphia has a dozen places to buy eyewear. Yes, you read that right: a dozen places to buy glasses, most of them chains.

Homestead, PA, a former steel town just upriver from Pittsburgh, has an open-air retail and entertainment center where the old mill stood. The Waterfront sits along the lazy Monongahela River — not a sandy beach — but the complex is still proving to be a destination: for shopping, dining and even for an upscale eyewear boutique/medical eyecare practice.

When UCLA students head back to class this month, the Ackerman Union will be one of their first stops. There, they can buy their textbooks and T-shirts, grab a coffee with friends, and maybe play some video games. Since last summer, they can even get an eye exam.

FIRST PLACE

OAKLAND VISION CENTER

Dr. Tanya Gill was sure she was going to get fired when her boss asked her into his office at Oakland Vision Center Optometry one day in 2007. Instead, he offered to sell her the practice. Dr. Carl Grondona, nearing retirement, had seen something special in his young associate, who had been there only two years at the time. “I asked him why, and he said I had the spirit of an entrepreneur,” she recalls. That was eight years ago. Today, Gill is the owner of a bustling, innovative vision care business that tops INVISION’s America’s Finest Optical Retailers Class of 2015.

Gill’s dad runs a small carpet cleaning company, so there was some family business history. But Gill wanted to follow her mom, an OB-GYN nurse, into healthcare. She majored in pre-med at the University of California, Berkeley, and had already passed her medical school admission test when she had a change of heart. Realizing she got queasy at the sight of blood, she changed paths and paid a late fee to take the optometry school exam. Eyecare proved to be a great fit for Gill, and even though the retail aspect of her business is thriving, about 50 percent of practice revenue comes from the medical side. (A second optometrist, Dr. Gagan Khela, sees patients two to three days each week.)

The slogan “We Love Eyes” is everywhere you look at Oakland Vision Center. It’s in white letters on a bold orange racing stripe on the exterior windows. (Before that change, made during a 2014 renovation, it was easy to walk by and not realize the shop was there.) It’s on the inner temples of the shop’s private-label frames. It’s even the name of a new line of eyecare products that Gill created. It launched in June.

“But it’s not just a cute phrase to sell glasses,” Gill says. “It’s the 360 degrees of eyes.” In keeping with that inclusive approach, the practice serves everyone from downtown Oakland’s tech workers and stockbrokers to patients using the state’s public health insurance program, Medi-Cal. “A business cannot thrive without servicing its community. I take and will always take our Medi-Cal program. I am honored to see difficult cases with very little time sometimes. But that’s what makes my practice grow. That’s what makes it interesting.”

Gill says she wasn’t certain what her boss had meant eight years ago when he offered to sell his business to her. But now she knows. “I like to do things, create things, make it mine, make it different. I have a lot of fun with it.”

Above: Open shelving and scrapbook-style decor highlight brand stories. Right: The shop’s streetfront, looking inside and out. The slogan “We Love Eyes” is everywhere you look at Oakland Vision Center — even on the inner temples of the shop’s private-label frames.

5 COOL THINGS ABOUT OAKLAND VISION CENTER

1.Social butterflies: Oakland Vision Center never uses paid advertising. Instead, it relies on — and excels at — social media. Gill actually books time in her schedule to be sure current and would-be customers see a steady stream of friendly blog posts and Instagram updates. “I have really learned that we can never win or keep patients based on price,” Gill says. Instead, OVC is selling its “We Love Eyes” lifestyle.

2.Eyestrain relief: OVC’s target clientele is “hipsters ages 25 to 45,” and they are staring at screens all day. For them, OVC offers a second-pair work-station frame fitted with Zeiss Individual 2i lenses for intermediate viewing with less digital eyestrain: either plano lenses with a +0.75 add over contacts or their distance Rx with a +0.75 add.

Oakland Vision Center maintains as many as 100 pieces in its most popular lines.

3.Go deep: The shop maintains as many as 100 pieces in its most popular lines. Gill says she typically will start with 40 pieces per line and work up to 100 if demand warrants. Frames that don’t move often wind up as part of packages for as little as $135, making designer eyewear affordable for nearly everyone.

4.Stay connected: Most of us live a lot of our lives online now. Gill understands this and allows staff to go online throughout the day, saying it contributes to a relaxed culture. “I’m not saying that all we do is surf the Internet all day,” she adds. “When it’s time to work, we are all hyper-focused on providing the patient the best experience. And it’s easier to do so when you are in the happiness space of mind.”

5.Crafty comforts: An art collector since her teens, Gill’s brought an eclectic array of local paintings into the practice; she sews eyeglass-motif pillows; and she designs the shop’s displays, incorporating motifs ranging from anime to kid lit in her backdrops. Illustrations from Maurice Sendak’s Where the Wild Things Are recently showed up behind a selection of Benner frames.

WHAT THE JUDGES SAID ABOUT OAKLAND VISION CENTER

INTERIOR

78%

EXTERIOR

88%

INDIVIDUALITY

100%

ONLINE

100%

Focus on staff is so underrated, and she’s got it in the crosshairs. Oakland Vision Center is exemplifying a changing of the guard in both optical retailing and retailing in general. Kudos to Dr. Gill! — Nate Ogura

It seems that patients can’t get enough of Dr.Gill and her staff. They want to embrace and experience every step of the services. — Onega Astaltsova

This could be the very best optometric website I’ve ever seen! ... In its gorgeous simplicity, they’ve created momentum for me. I found myself clicking on this, reading it quickly, getting it, then clicking on that. ... I’m never bored nor rolling my eyes. There is no doctor’s ego here. Love that. — Robert Bell

SECOND PLACE

EYE CANDY OPTICAL

A red velvet rope marks the stage where people rock their new eyewear for a green screen photo at Eye Candy Optical.

This year’s No. 2 shop is a new business launched by two guys with MBAs and no optical industry experience. (No, not those two.) Steve Nelson and Anton Syzdykov had worked and traveled together for years in global marketing and retail development within the paint industry, but they saw a need in their hometown of Cleveland for a high-end eyewear boutique that didn’t feel clinical or stuffy.

Their corporate day jobs gave them the luxury to visit optical stores “from Miami to Moscow, Las Vegas to London,” and they were knocked out by the sexy eyewear they saw at their first Vision Expo a few years ago. But the duo took most of their inspiration from outside the industry, and Eye Candy is their answer to this question: “What if Victoria's Secret and House of Blues opened a glasses shop? What would that look like?”

Turns out it looks like a rock ’n’ roll-themed eyewear emporium. Originally, the duo envisioned a 2,400-square foot space — but when they found half that footprint in a prime location near the popular Crocker Park lifestyle center in the affluent suburb of Westlake, OH, they grabbed it and transformed what was once a Baskin & Robbins ice cream shop into Eye Candy. With the help of designer Bob Reighard, they did a remarkable job downsizing their vision without compromise, from ample open shelving for frames to a nightclub-style bathroom, to the way they fit an edger and blocker onto a small counter wedge.

Eye Candy is going for substance as well as style. Nelson and Syzdykov interviewed hundreds of potential customers about their experiences and what they wanted in an eyewear shop. They heard over and over that people want and need help to find eyewear that fits and performs well. So, as any smart optical newbies would, they hired employees with experience in the business. Adds Nelson: “It’s easy to get caught up in eyewear fashion and aesthetics, but if you can’t get the vision piece right, you won’t be in business very long.”

Above and right: From sexy to sweet, Eye Candy aces the little details.

5 COOL THINGS ABOUT EYE CANDY OPTICAL

1.Sweet stuff: Eye Candy turned to a local chocolatier for custom-made milk chocolate bars given in thanks when people pick up their eyewear. The candy theme also finds its way into the window displays, where — for example — Skittles and M&Ms separated by color helped draw attention to the latest frames from Theo.

2.No patients here: You won’t hear the word “patient” at Eye Candy, since it smacks of illness. Many people bring their prescriptions from elsewhere, but eye exams are available (and can be booked online). Dr. David Oldenburgh — who has his own nearby practice — comes in to do exams several times a week, and there are plans to add a full-time OD.

3.Get An eyeful: Look closely at the bamboo flooring and you’ll see it’s an eye, with several island displays arrayed on the “pupil” center. Above that, globe-shaped LED lighting fixtures pop like fireworks when seen from outside. They’re accented by slender hanging lamps that recall upturned champagne flutes.

Eye Candy's sassy print ads emphasize the business's bold identity.

4.Wild things: For its print ad campaign, Eye Candy uses vendor art — much of it from J.F. Rey — to come up with sassy ads that help underscore the shop’s slogan, “See and Be Seen.” The shop’s green screen project also helps people share their new eyewear online with a backdrop of their choice.

5.Beyond brand names: Eye Candy carries only a handful of well-known brands, but the business has found those top names are a way to get people into the shop. (“You can’t convince a 15-year-old kid that he doesn’t want Ray-Bans,” Nelson says.) Once customers see other possibilities, however, most opt for independent lines.

WHAT THE JUDGES SAID ABOUT EYE CANDY OPTICAL

INTERIOR

93%

EXTERIOR

83%

INDIVIDUALITY

96%

ONLINE

73%

Their marketing/advertising is beyond brilliant! “From Shy to Sly”? “From Stood Up to Hook Up”? That’s smart, clever and sexy, with great humor. — Robert Bell

The “rock ’n’ roll meets Gothic” vibe of the space is intriguing and unlike any other we’ve seen in the optical industry. — Onega Astaltsova

There are a lot of options for high-quality opticals in all the major markets, so having a fun experience rather than an efficient one can be much more memorable for the consumer. — Nate Ogura

THIRD PLACE

LaFollette Eye Clinic & The Eyewear Gallery

LaFollette Eye Clinic’s old office was tucked behind a restaurant, but the new building is located on prime real estate facing busy U.S. Highway 25W.

LaFollette, TN, is a town of about 7,500 people north of Knoxville. And as its owners point out, a small town in Appalachia isn’t necessarily the place you’d expect to find an ultra-modern eyecare clinic and colorful optical shop. There’s not much competition, for one thing. Then again, as Dr. Andrew Howard says, “Our competition is the Disneys and the Apples and the Starbucks of the world.”

Drs. Andrew and Elizabeth Howard and their staff of 28 offer a “Celebration of Vision” in a metropolitan-style experience for the practice’s longtime clientele. “We’ve been part of this community for almost 20 years and we’ve watched as a steady stream of people leave town for all manner of things,” Andrew Howard says. The new location gives Campbell Countians ample reason to stay local for their vision care and eyewear. People from Knoxville and many area vacationers patronize the business, too.

The Howards met in optometry school and fell in love with the mountains of Eastern Tennessee. Elizabeth began as an associate at LaFollette Eye Clinic in 1996 and the couple bought the business in 2002. The practice was a generous 6,800 square feet in its previous location, but the Howards knew they’d eventually want something even bigger and better, and they worked with designer Barbara Wright to make that happen.

The results were immediate: In the first three months, eyewear revenue rose 15 percent, the capture rate climbed 13 percent and the share of new patients rose from 24 percent to 30 percent. Elizabeth Howard says the spacious business makes everyone feel welcome, from older people with wheelchairs and walkers to young families pushing stollers.

Says judge Andrea Hill, a luxury branding expert, “The message ‘We have great doctors, we’re a modern facility in every way, and we have something — including something fashionable — for everyone’ comes across loud and clear. These are three compelling elements that make a good strategic ‘secret sauce.’”

Bright colors abound, from large eyeglasses dancing above the stylish fitting bar to multi-colored squares hopscotching along a hallway.

5 COOL THINGS ABOUT LaFollette Eye Clinic & The Eyewear Gallery

1.Location, location, location: LaFollette Eye Clinic’s previous office was hidden behind a restaurant. The new building has prime roadway frontage on U.S. Highway 25W. “The building acts as its own billboard,” Andrew Howard says.

2.Window shopping: Big windows offer an enticing view into the space from outside. Large sculptural glasses perched over the entry and arrayed above a soda fountain-style fitting bar leave little doubt this is a place to find stylish eyewear.

3.Happy hues: Bright colors abound, from multi-colored squares hopscotching along a hallway to a color-drenched common area (a multipurpose room used for staff training and lunch breaks). The color scheme is vibrant, with blue, lime and orange alternating with earthier green and brown tones.

4.Off the hook: Whether browsing in the eyewear gallery or having their exam, people never hear business phones ring here. A downstairs call center handles all phone traffic, leaving upstairs staff free to interact with clients without interruption.

5.Picture this: LaFollette Eye Clinic recently hosted a photography exhibition that had earlier hung in the Tennessee State Museum in Nashville. To show its support of the arts, the business also sponsors the annual festival celebrating area native Howard “Louie Bluie” Armstrong, a pioneering African American musician.

WHAT THE JUDGES SAID ABOUT LaFollette Eye Clinic & The Eyewear Gallery

INTERIOR

100%

EXTERIOR

89%

INDIVIDUALITY

89%

ONLINE

57%

I would love to visit. It looks like a happy place. — Howard Purcell

The interior feels like the “Target” of eye retail. This is a compliment. The store is open, bright, accessible and accommodating. — Andrea Hill

I think they just gave Disney a run for their money as the “happiest place on earth.” I can’t help but think whoever came up with the color theme was thinking “a controlled splash and burst of color, everywhere!” — Robert Bell

He’s in a brand-new building in the high-toned Downtown Summerlin development southwest of the Strip, but Dr. Ed Malik wanted to give the space a lived-in vibe that is uniquely Las Vegas. “The concept was this,” he says. “A bank was here 50 years until government regulation caused it to fail. Then a few hipsters opened a nightclub, until it went bankrupt like they all do.” Then Malik swept in to open “an ultra-lounge” showcasing eyewear creators “who put their heart and soul into their lines.”

Malik has been practicing retail-savvy optometry for 30 years, with previous projects including Oculus at Caesar’s Palace and a sunwear shop on the Strip. He also has another Eyes & Optics on Rainbow Road. But the new location is built for comfort, both Malik’s and his guests. “I spend a major portion of my life in this space,” he says. “My patients have become friends and I want them to want to visit. I want them to wake up and think, ‘Cool, I get to go shopping for some groovy glasses,’ not ‘I have to go to the doctor today.’” (To which judge Robert Bell replies, “Standing ovation, doctor.”)

5 COOL THINGS ABOUT Eyes & Optics

1.INDIE CRED: Most frames run $250 to $500, but there’s a table near the entrance with complete pairs for $149 and another toward the back with closeout deals on frames from Bevel, Chrome Hearts and other premium lines.

3.The walls talk: The decor pops with personality, from vintage rock concert posters and memorabilia for Malik’s own longtime band The Melancholics to a case sporting frames that legendary optician Dennis Roberts made for Elton John and Steve McQueen.

4.High visibility: Malik calls a Trader Joe’s across the parking lot his “anchor store.” The grocery brings a lot of curious foot traffic, as does a nearby walking path — and at night, a video monitor showcases celebrity-inspired sunglass choices.

5.ALL-ACCESS: Eyes & Optics’ showroom feels like a club. Clients are ushered into the backstage area for exams in “the green room.” Contact lens patients get fitted at a dressing-room-like table complete with glamorous bulb-style lighting.

WHAT THE JUDGES SAID ABOUT Eyes & Optics

INTERIOR

88%

EXTERIOR

84%

INDIVIDUALITY

99%

ONLINE

61%

Ray Bradbury once wrote, “Love what you do and do what you love. Don’t listen to anyone else who tells you not to do it ... Imagination should be the center of your life.” I suspect he may have written this after he met Dr. Malik. — Robert Bell

No gamble choosing eyewear here. I had fun just looking at the pictures. — Howard Purcell

Very brave eclectic mix in decor. Who would think of putting together a neon Ray-Ban sign, concert posters and Magritte’s Le Faux Miroir? But it works wonderfully and achieves a Vegas look from inside and out. — Onega Astaltsova

PHOTO GALLERY / Eyes & Optics

Opening night at the new Eyes & Optics was a glamorous affair.

Malik simulates real-world conditions for workers in Vegas's gaming industry by refracting and troubleshooting at a real blackjack table.

Art of Optiks’ very name gives customers the best clue what shopping for eyewear here is like: creative, fun and curated. The business’s own brand is the star here, but owners Stephanie Haenes (an ABO-certified optician) and her husband, Dr. Timothy Haupert, enhance Art of Optiks’ glow with carefully selected eyewear lines that put the shop ahead of the curve in a competitive Twin Cities marketplace.

Haenes says the staff has “a passion for luxury eyewear and the ability to adapt to changing technologies and ideas,” plus a combined 70 years of optical experience. This concept impresses judge Nate Ogura, owner of last year’s winning shop, Eyes on Fremont, who notes, “Having the right combination of personalities and styles is so important when trying to make a shop hit on all cylinders.” Good vision is a science, too, of course, and Art of Optiks regularly updates its medical technology to detect eye problems as early as possible.

5 COOL THINGS ABOUT Art of Optiks

1.Like family: Haenes and Haupert seek to treat clients like family, and they receive “hundreds of graduation invitations, birth and marriage announcements and Christmas cards” each year. They build business mainly by referral.

2.Name your title: Staff members are encouraged to come up with job titles that fit their own style and personality. A few examples: optical ninja, star pupil and optical virtuoso.

3.Master the Web: Art of Optiks’s website is “spectacular to look at,” says judge Robert Bell. It’s functional, too; current clients can see their medical records, pay their bill, order contacts and make appointments.

A careful selection puts the shop ahead of the curve in a competitive Twin Cities marketplace.

4.Star appeal: Events can be truly special at Art of Optiks. The shop is getting set to host Blake Kuwahara in August to celebrate (and sell) the latest releases in the designer’s eponymous new line.

5.Logo mojo: With its flowing script and and spiral eyeball flourish, the business’s logo is a winner. We also like how Art of Optiks customized its favicon: the little icon that appears next to the the URL on a Web browser. Details, details!

WHAT THE JUDGES SAID ABOUT Art of Optiks

INTERIOR

74%

EXTERIOR

85%

INDIVIDUALITY

86%

ONLINE

85%

It’s extremely satisfying to see a small business nail strategy in such a way that it comes through in all its elements. The store interior appears to be high-end without being snobbish. I like that they were able to incorporate a children’s play area while maintaining the upscale feel. — Andrea Hill

I like the name, love the color of the name on the building (it pops) and am crazy for the font and logo! — Robert Bell

With a name that evokes brainpower, Eye Q Optical has proven resilient and inventive in navigating the sweeping change the optical world has seen since the shop’s opening on Harvard Square 16 years ago. Founded with the now-cool concept of “retail-tainment,” Eye Q has steadily changed with — and usually ahead of — the times. First, Eye Q created its own line of eyewear well before other shops. More recently, the focus has been on discovering the best luxury lines for customers. “The journey is the destination, which is what we strive to be: destination eyewear,” says owner Dr. David Luria.

5 COOL THINGS ABOUT Eye Q Optical

1.DIY: Eye Q got into designing its own frames in 2001 when some of its favorite small indie lines became unavailable. The business now offers seven house collections, and a new line of titanium frames is coming this fall.

2.Two locations: In addition to its original shop in Cambridge, Eye Q has a shop in Jamaica Plain, MA, where it recently celebrated its 10th anniversary with $10 Rx lenses.

3.Leading edge: Eye Q says it was the first U.S. shop to introduce Hapter, an Italian brand inspired by a pair of World War II military goggles found in 2009. The business was also an early adopter of Essilor’s VisiOffice measuring system.

4.Reinvention and renovation: Eye Q has remodeled its Cambridge shop three times in 16 years, most recently this year. Onega Astaltsova notes how the choice of interior colors and a big mirror give the illusion of a larger space.

5.CUSTOMERS FIRST: “I get the feeling that their attitude toward their clientele is what makes them very successful,” Robert Bell wrote. “To me, that’s 80 percent of the battle.”

Three years after opening their practice in an old bank building, Drs. Colton and Katie Wicks had the opportunity to expand into the building next door. Tin ceilings and exposed brick and plaster blend beautifully with industrial-style finishes and comfortable furniture to make a truly modern space. “We try to provide an atmosphere that we would appreciate if we were buying glasses,” Colton says. “People in rural areas shouldn’t be condemned to cramped, outdated opticals!”

5 COOL THINGS ABOUT Paris Optical

1.Preserving history: Downtown Paris, TX, burned in 1916. A new archway between Paris Optical’s existing space and the new one includes some burned bricks unearthed during the renovation. “We left the soot and natural character on the bricks and sealed it to showcase the history,” Katie says.

2.Partner up: In addition to working with a local craftsman on the custom stainless steel frame rods, Paris Optical hired Eye Designs to source the updated furniture and to Lum Retail Lighting Group to help bring out frames’ true colors and details.

3.Welcome mat: Paris Optical took advantage of their town’s monthly after-hours First Thursday to hold a grand opening for the expanded space. The event included giveaways, appetizers and a wine tasting by Carriage House, another classy local business that sells everything from jewelry and antiques to craft beer.

4.On the square: Paris Optical is a striking presence on the historic town square. Everything used to be in the old American National Bank Building (with an eye-catching eagle on its facade), where the doctors now do exams. The new space has windows that let in a lot of natural light.

5.Smart choices: “The exposed brick walls evoke a sense of history and serves as a decor, while the white stucco partial covering ultimately modernizes the space. It’s so chic,” says judge Onega Astaltsova, who also likes the “extremely smart choice of lighting styles like yarn balls, canisters and tracks.”

When a neighboring business leaves, you have to decide quickly whether or not to take the added space. For Dr. Alan Glazier, grabbing the adjacent office suite when a dentist moved out paved the way for an extensive renovation that nearly doubled the practice’s footprint and greatly enhanced its retail presence. Glazier worked with Eye Designs for the displays but turned outside the industry — to Todd Ezrin of TOBE Design Group — to create a luxurious living room feel. Glazier says he knows they succeeded when returning patients “do a double take to make sure they’re in the right place. They’ve never seen a doctor’s office look like this.”

5 COOL THINGS ABOUT Shady Grove Eye & Vision Care

1.Good hospitality: Many clients love the new space so much they don’t want to leave, says Glazier. “Others said we should put a bar in the office!” There’s no cocktail lounge, but Shady Grove visitors do enjoy their choice of coffee, tea or juice while waiting for their exam or browsing for frames.

2.Strategic partnership: Shady Grove Eye & Vision Care has aligned with the Vision Source network of independent optometrists, and Glazier has high praise for CEO Jim Greenwood, noting, “He’s a rock star. He understands what’s coming down the road.”

3.Optical ringleader: Glazier has a high profile in the industry, too, as founder of the ODs on Facebook group.

4.Like father, like son: The son of an eye doctor, Glazier wanted to be a vascular surgeon instead. But while living at home a while after college, he noticed his dad was happy most of the time, so he changed course toward optometry.

5.Celebrity cred: Shady Grove has a video on its website of Zach Braff thanking the business for its help as he made his film Wish I Was Here. Glazier is also the “official eye doc” of the band O.A.R.

People don’t go to a mall simply to shop. They go to reimagine themselves. Ulla Eyewear has succeeded in the upscale Hilldale Shopping Center since 1998, and it recently moved to a better space amid the center’s mix of local and national stores. Second-generation owner Brittany Graber says she “deeply believes that the client experience starts with the staff. We are selling incredible eyewear but we’re also selling ourselves and a lifestyle.” With neighbors including The North Face, Anthropologie and a farmers’ market, look for Ulla Eyewear to continue thriving with its target clientele.

5 COOL THINGS ABOUT Ulla Eyewear

1.Local love: Ulla staff members are ardent champions of other local businesses. Check out their recommendations at ullaeyewear.com/our-story. The business supports many local causes including A Fund For Women, the LGBT community and the Dane County Humane Society.

2.Good deed: There’s no charge for eyewear adjustments at Ulla Eyewear. Instead, people can make a donation to Combat Blindness International, a nonprofit organization started by Madison ophthalmologist Dr. Suresh Chandra. Ulla Eyewear raises money for the organization in other ways, too.

3.Get energized: The Energy Bus by Jon Gordon “is a great book about focusing on the positive,” says Graber. “It keeps us on the road to success, not just monetarily, but on a personal level too.”

4.Picture this: Ulla Eyewear has memorable custom thank-you and business cards bearing caricatures of the staff.

5.Rave reviews: Speaking of gratitude, a newly redesigned website gives Ulla staff a place to showcase the thanks they get from happy customers.

Urban Optiks used a 2013 renovation to up the game of an already successful vision care business. Warm paint tones, creative lighting and superb brand storytelling help emphasize the shop’s motto: “Your face is a masterpiece. Frame it well.” In contrast, sleek and contemporary is the look on the medical side of the enterprise, where cutting-edge equipment and a fully automated office help provide a streamlined patient experience.

2.Digital natives: Urban Optiks makes it easy to buy contact lenses, eyewear and even gift certificates from its website. People can even register online for a seat at upcoming trunk shows, then browse the featured frame line’s offerings online to get an idea of the treats in store.

3.Party time: For its seventh anniversary earlier this year, Urban Optiks held a trunk show extravaganza with 13 vendors at a nearby nightclub. The event doubled as a fundraiser for Optometry Cares. Read more about the “Raise Your Glasses” gala at invmag.us/partytime.

4.Five stars: The business has more than 100 five-star reviews on Yelp, many emphasizing a high-tech exam and high-touch customer care.

5.Building community: Urban Optiks supports more than a dozen diverse organizations in San Diego and beyond.

ABOUT THE CONTEST

METHODOLOGY

INVISION’s 2015 America’s Finest Optical Retailers was open to all U.S. eyecare businesses with six or fewer locations that had not previously won an America’s Finest award or been featured in INVISION’s monthly “America’s Finest” feature. Judges viewed contest finalists on a specially-created website and rated them in four categories: interior design (100 percent), individuality (100 percent), exterior design (50 percent) and website (50 percent). Judges with a direct personal or professional tie to a business were were asked to recuse themselves from voting on that business. INVISION’s 2016 America’s Finest Optical Retailers contest will be open for entries in January. Look for details on INVISIONMAG.COM.

ABOUT THE CONTEST

OUR JUDGES

ONEGA ASTALTSOVA

Onega Astaltsova is managing optician at Providence Optical in Rhode Island, a 2014 America’s Finest Optical Retailers Fine-alist. A studio painter who has had art exhibits in Europe and the United States, she uses her experience as an artist to help develop Providence Optical’s brand. She was a judge for the Russian optical industry’s first national awards ceremony, held earlier this year at the Moscow International Optical Fair.

ROBERT BELL

Robert Bell is a 30-year veteran of the optical industry, and — as creator of The EyeCoach Selling System — he’s considered one of the top consultants for optometric/optical retail strategies, sales training and marketing implementation. “Before anything, I look for the story being told,” he tells clients. “Make your story compelling. Capture my attention immediately, as first impressions are paramount! Seduce me or make me smile. Inspire me. And always end with ‘...and they lived happily ever after.’”

ANDREA HILL

Andrea Hill helps companies plan for and navigate growth. She has more than 25 years of experience as a strategy and brand adviser to luxury companies, specializing in the clothing, jewelry and marketing worlds. Her latest book, Big Business Brand, Small Business Budget, will be published later this year. Hill says she is a bit of an eyewear geek — she owns 11 pairs of glasses, three of them red.

NATE OGURA

Nate Ogura owns Eyes on Fremont in Seattle, WA, winner of the 2014 America’s Finest Optical Retailers competition. He’s a devotee of all things local and independent, and the optical business has been his only profession. He is an active member in the Eastern Optical Research Group, a think tank made up of optical retailers throughout the country. As of today, his own favorite glasses include the Kala Max and Roger Eye Design Marko.

DR. HOWARD PURCELL

Dr. Purcell is senior vice president of customer development for Essilor of America and a popular industry lecturer. Earlier in his career, he was senior director of professional affairs for Johnson & Johnson Vision Care; taught at Nova Southeastern University College of Optometry; and worked with his father in a group optometric practice. He believes one secret to success in optical retailing is to regularly look at your business through your customers’ eyes.

What goes around comes around. Optik PDX in Portland, OR, manifests that idea in several ways, from using locally reclaimed wood for construction and a small-run line of frames to the way the business gives back to the community.

Clifton Balter likes to say that as a child he was always selling something: “baseball cards, window washing, tie-dye T-shirts. As long as it was legal.” At age 12, when he needed his first pair of glasses, his mother, Joyce, took him to Philadelphia-area chain Glasses Galore. The owner, Mark Miller, asked Joyce on a date, and the rest is family history. Miller became Balter’s stepfather, Balter has been working in optical shops ever since — and in 2003, he opened his own.

The original InnerVision was around the corner from the shop’s current home in one of Philadelphia’s ritziest neighborhoods, Rittenhouse Square, with a decor melding modern minimalism on the main sales floor with Victorian Italianate glamour upstairs. The street-level showroom displays models from independent brands including Oliver Peoples, l.a. Eyeworks and Barton Perreira. Balter says that with a focus on smaller brands for eyewear shoppers who seek different looks, “independent retailers can live outside of the shadow” of the big chains.

When Edward Beiner went into business more than 30 years ago, he wanted to infuse some excitement into an optical industry that was a little “sleepy” at the time, particularly for high-end eyewear. A dozen stores later, he’s proven that well-curated luxury and ongoing innovation can help independent eyecare professionals win amid big-chain and online competition.

British Columbia is known for its natural beauty and people who are committed to green lifestyles, and that’s definitely the vibe at Lynn Valley Optometry in North Vancouver. Yoga studios and a natural-foods store are steps away — and a 617-acre nature preserve is close, too. Everything evokes the spirit of healthy, holistic living, from many frames made of natural materials to the basket of cloth hand towels in the washroom.

Wendy Salle knows the value of having good neighbors. That’s because her business, Salle Opticians, is located where you normally wouldn’t find an upscale eyewear boutique — inside a shopping mall. Then again, Phipps Plaza isn’t your ordinary shopping mall. It’s a high-fashion oasis situated in the affluent Buckhead district of Atlanta, boasting upscale retail outfits like Saks Fifth Avenue, Giorgio Armani and Versace. Her shop is currently sandwiched between Gucci and a restaurant called Twist that sells an 8-ounce center-cut filet for $34. For the type of clientele Salle Opticians caters to, it’s good company.

America’s Finest Optical Retailers is INVISION’s effort to highlight the country’s best, most creative optical businesses. In this annual contest, INVISION staff and a panel of expert judges select ten winners, whose stories will be featured in the July-August edition of INVISION. Criteria include not only the look of your business (exterior and interior), but also its marketing and website, plus the creativity of your business approach.

This year's contest is underway, with entries open through April 1, 2015.

2. Entries must be from independent eyecare businesses with 6 or fewer locations. Each entry must focus on one specific location. If you want to enter more than one of your locations, create a separate entry for each.

3. Your store must not have previously won an America’s Finest award or been featured in INVISION’s monthly “America’s Finest” feature. The only exceptions are if you're entering a different location of your business, or if the winning location has undergone significant renovation since winning/being featured.

4. Your business must have been open at least one year before the date you enter the contest. As long as your business has been open a year, it's OK if the location you enter is newer.

Now: Are all four of the above things true of your business? If so, you're good to go!

ABOUT YOUR ENTRY

Your entry will consist of at least six sample images, plus a short essay on your business and how you run it. We suggest you prepare all material before starting to fill in your entry form. Since you will not be able to go back later and edit your entry, don't start the form until you are ready to complete it. (If you do need to make a change or add additional material later, you can email content directly to us at editor@invisionmag.com.)

JULIO SANTIAGO literally stumbled upon the idea for Artsee, his eclectic eyewear boutique and art gallery in New York City. In the winter of 2002, while taking an evening stroll through Manhattan’s Meatpacking District, he tripped and fell in front of a vacant building bearing a “For Rent” sign. He had a eureka moment. “I saw glasses, I saw art. I saw my future store,” the Spanish-born, Puerto Rican-raised optician recalls.

When he inquired about the building, its owner was quickly sold on Santiago’s concept of an eyewear store specializing in handcrafted, avant-garde frames, with rotating exhibits by established and emerging artists. Artsee was a perfect fit in an area then on the cusp of becoming a trendy destination.

IN LOS ANGELES, where aspiring actors, musicians and other creative spirits are drawn to the hippest ZIP codes, image means everything. But while you can find the latest in fashion and food in L.A., creative eyewear has been harder to come by.

Julia Gogosha saw this as a wide-open opportunity to bring unique eyewear collections by independent designers to Tinseltown. And Gogosha knew her stuff, since she’d spent a decade as a sales rep for eyewear brands Selima, DITA, Anne & Valentin and Theo.

So Gogosha left the rep life and opened Gogosha Optique in 2008. Just east of Hollywood on Sunset Boulevard, it’s in the heart of L.A.’s artsy Silver Lake community surrounded by offbeat eateries, boutiques and bars. With a list of independent designers of handcrafted and artful eyewear, Gogosha Optique offers roughly 1,000 ophthalmic frames and 300 styles of sunglasses for people who appreciate craftsmanship and have a taste for something out of the ordinary. “I believe there’s a home for these collections in Los Angeles,” says Gogosha. “That’s the beauty of independent design. It’s not made for a market; it’s made with a person in mind.”

And in 2011, Gogosha opened a second store, 7 miles from the original, on West Third Street near the Los Angeles County Museum of Art. She did it for customer convenience, since — for some, those 7 miles make a big difference. “Some people just won’t cross the 405 [Freeway] or La Brea [Avenue] or Western [Avenue],” Gogosha says.

While the two stores are planted in very different neighborhoods, they cater to the same artistic demographic, and their decor shares a similarly edgy, minimalist vibe.

At the main store on Sunset, opaque walls behind the sleek, metal cash wrap separate the 300-square-foot back office from the 500-square-foot retail portion. An accent wall painted with a geometric pattern becomes the perfect backdrop for customers posing for their “after” selfies. Elbow-height tables and funky powder-coated steel bar stools provide comfortable seating areas for consulting with opticians. With such an intimate setting, opticians work with clients one-on-one to create a positive experience. “There’s very little browsing,” Gogosha says.

“We get to know the person and understand who they are, not just on a superficial level or the look they want, but also how they want to express themselves on any given day,” Gogosha says. An optician might present up to 25 different options in a variety of looks that will complement a person’s facial features and fit their lifestyle. From there, they’ll narrow it down to a few finalists. “When you match the right frame with the right person, both light up,” she adds.

Gogosha’s goal is to make eyewear just as an important accessory as shoes, and she encourages her clients to switch up their glasses on a daily basis. “One day you might feel you want to be minimal, another more playful, or assertive,” she says. “We don’t ever talk in terms of backups. We always talk about wardrobe. ... You have to give them choices.”

To get hired as an optician at Gogosha Optique, a keen eye is mandatory. “That’s what it takes to work at this store,” says Gogosha, “to see people for who they really are and to see the beauty in each person. We don’t see flaws.”

Because Gogosha started from scratch with little more than her industry connections, the optique relies on word-of-mouth advertising and social media to boost business. “It’s not just from the person wearing the frame, but also their social circle,” Gogosha says. “They come to us saying, ‘I want you to do what you did for my friend.’”

“The hope is when people wear their frames, even if they’re having a terrible day, it reminds them of a wonderful experience they had,” Gogosha says. “I like that they have a physical reminder of that.”

After six years, Gogosha remains open to growth, yet she has already accomplished exactly what she set out to do. “People in the industry come to see what collections we carry,” she says. “We’ve become a barometer for what’s next and what’s still great. It’s completely possible to be successful with lines you believe in, serving a demographic you’ve curated.”

Five Cool Things About Gogosha Optique

1. ELEMENT OF SURPRISE: At Gogosha Optique, ophthalmic frames are tucked inside vintage archival file drawers and categorized by designer. Only sunglasses fill the wall displays because “you can play with them more,” says Gogosha. An optician will work with clients, pulling out several options, then walk them over to check themselves out in a full-length mirror where they can make a decision. “The first thing people say is, ‘I wouldn’t have ever chosen those myself.’” And when the final reveal happens, “there’s almost always a hug involved,” Gogosha says.

2. MAKING THE CONNECTION: Living a creative life, connecting with customers and personalizing the retail experience are at the heart of Gogosha Optique’s success. “We’re expressive in how we dress and speak to people, and that’s the kind of people we attract,” Gogosha says. “By the time you pick up your frame, we already know you.”

3. SHOP-IN-SHOPS: Gogosha Optique’s shop-in-shops are special events showcasing collections of select designers for an entire month. All inventory is temporarily cleared away, and the furnishings and decor get changed up to make room for the featured designer’s collection.

4. SELFIE-MOTIVATED: The optique is active on image-centric social media sites including Instagram, Facebook and Pinterest, where clients share their latest selfies wearing their new eyewear from Gogosha Optique. If clients don’t have time to drop by, they can also get styling assistance via email. Simply send in a selfie for some suggestions.

In 2012, Gogosha Optique owner Julia Gogosha was tapped to help style none other than Sir Elton John for a Pepsi Super Bowl ad. Playing a king in medieval times, John looked regal in a bejeweled cape and a “fun and weird” electric blue pair of Derome Brenner “Stardust 12” frames to match.

WHAT WOULD YOU DO if you could create your dream eyecare business from scratch? Dr. Carolyn Martin had that chance — and Eye Boutique of Sedona is the impressively stylish result.

After more than 20 years as an optometrist and educator, Martin had been looking forward to staying home awhile with her daughter, Mari, who’s 8. But when a former employer, Southwestern Eye Center, decided to close its Oak Creek, AZ, office at Sedona’s southern reaches, Martin knew it would open a vacuum in primary eyecare. “This area has so many retirees and people who have difficulty driving ... the next-closest practice would be a 20-minute drive away,” she says. Martin felt both a calling — and an opportunity.

Working with her contractor and architect, as well as consultants Jay Binkowitz and Rebecca Johnson of GPN and Helen Rogic of Presenta Nova, Martin doubled the former practice’s 1,200-square-foot space. And it seems even larger. Says Martin: “The patients think it’s three to four times bigger, and that just speaks to the layout.”

In the optical area, confident choices abound. “Dr. Martin was fearless when it came to color, selecting bold lime green and orange to contrast with her bright white frame boards,” says Johnson. The energetic feel blends perfectly with a calming reception area. “I did a lot of research on feng shui and colors in business, so that whole reception area is very natural ... very earthy,” Martin says. With a stone reception counter that echoes Sedona’s high desert red rocks landscape, inviting furniture arrayed on a plush green rug and plenty of plants, people feel right at home.

Adds Binkowitz: “When I first began to collaborate with Carolyn on this project, I knew that we had to project her personality into the practice.” And because she was not tied emotionally to the old way of doing things, “we were able to create an experience that was centered around the patient. From the look and feel to the explanation and delivery of products and services, it is all about the patient.”

That customer-comes-first philosophy extends to the practice’s staff members — even their job titles, which recall those of far bigger companies. Dawn Mullis, whose duties range from greeting patients to billing, is chief experience officer; Jennifer Davis is chief information officer; and Luanne Murray-Winans, a detail-oriented “equipment guru” who knows how to keep stuff running, is the chief technology officer. “I just thought they should have cool titles because ‘receptionist’ is boring. ‘Technician’ is boring,” Martin says. “I tend to manage by consensus. I have the final say, but I really value my staff’s input.”

There’s a story behind Davis’ title: Before Southwestern Eye Center closed its Oak Creek location on Dec. 31 last year, they mailed a letter to tell patients about Martin’s plans, “but they sent it way too early,” Martin says. She had originally hoped to open Jan. 1, but permitting snafus meant construction delays. Even before the new location’s buildout began, “Jennifer was taking phone calls and answering emails, so she became the chief information officer,” Martin says. The practice opened in early March, thanks to the efforts of contractor Dennis Roderick Jr. Meanwhile, Martin made sure Southwestern Eye patients and potential customers didn’t forget her. “During that time frame, I did a lot of advertising,” she notes. “I tried to keep our name out there and generate the small-town gossip ... ‘She’s coming back.’”

Eye Boutique of Sedona’s customer base is an interesting mix. “We have a lot of baby boomers who have retired early, but they’re willing to spend money if they see the value,” Martin says. Then there are wealthy people with vacation homes, as well as service-industry employees who live paycheck to paycheck and artists, starving and otherwise. “We have people who really need to use their own frame, so even if we need to remake a lens, we can go with what they have,” Martin adds. “I do try to have an option for everybody.”

Five Cool Things About Eye Boutique of Sedona

1. ON-SITE SERVICE: Eye Boutique of Sedona does in-house edging, “and that’s new to the entire Verde Valley. We don’t have a Lens Crafters or an Eyemasters. We’re really the only place that can turn eyeglasses around in 48 hours.”

2. WOW FACTOR: “If you buy a frame and lenses, I cover it with my WOW warranty for one year,” Martin says. “If your dog chews up your glasses (see right) ... for $25, I will replace the whole thing.” The plan covers damage, but not theft or loss.

3. HIP ZIP: Eye Boutique of Sedona — the only eyecare practice in the 86351 ZIP code — is actually an 11-mile drive from the center of town, “but we have the Sedona address because it sounds cool,” says Martin. (Fun fact: She is married to Dr. Brian Chang, an ophthalmologist who practices at Southwestern Eye’s office in Sedona’s main business district.)

4. COOL IDEA: The boutique’s frame boards are all cabinets that open up like refrigerator doors. “When I can afford it, I’ll actually be able to light both sides of the inside and have shelving, so I could have an entire collection,” Martin says. The dispensary currently has about 1,100 frames on display, but it has room to stock about 4,000.

5. LOCAL HERO: Here’s a rare eyecare business that actually has a PR contact on its website. Martin says Heather Hermen of Sedona-based Front Burner Media helps with everything from social media posts to events planning to scouting the best media buys. “This particular gal is dialed in,” adds Martin.

F I N E S T O R Y

“One of my favorite ‘hug moments’ was when a resident of a local assisted living facility broke his glasses. His driver brought in the glasses, we fixed them and then went out to his vehicle to fit them on him. He was so happy he asked about getting another pair of glasses and we frame-styled him right there in the car!” — Dr. Carolyn Martin

O P E N I N G T O A S T

The practice held a wine-tasting event for area primary care medical providers “as a thank-you because they refer a lot of new patients.” Everything in the optical shop was 50 percent off that night. Martin plans a similar event for cosmetologists and hairdressers.

Eyes on Fremont’s motto is “Fight Evil” and its logo sports a punk rock-ransom note typeface. It’s true Eyes on Fremont is fiercely independent, yet there really isn’t much fierce about the place. A signature sandwich-board sign and beanbag-toss beckon passersby. Friendly staff members work under the gaze of a bespectacled giraffe, one of many original paintings around the office. Customer photos cover one wall, and posters promoting local events cover another. Stan Jonasson and Linda Jangaard opened their store on Oct. 31, 1996, so the business celebrates its anniversary every Halloween.

Current owner Nate Ogura travels to Vision Expo East in spring and the Silmo show in Paris each fall, “and we walk up and down every aisle to find new lines that haven’t had a ton of exposure yet” — ideally eyewear that is both high fashion and an excellent value, since Eyes on Fremont strives for an average frame retail price of $200. Favorite finds include California-made Kala Eyewear, 141 Eyewear from Portland and Roger Eye Design from the Netherlands. With about 3,500 frames in stock (and 680 on its boards), Eyes on Fremont has something cool for every face.

Eyes on Fremont literally became its own brand in January with the launch of its own eyewear line offering complete single-vision pairs for $175. The models — available in three colors each — bear names honoring staff members or Seattle landmarks. (For example, the men’s model with a larger bridge is named the Troll, for a famous Seattle sculpture that’s, you guessed it, under a big bridge. See the frame and its story). The Eyes on Fremont line currently has 16 models; Ogura says it’ll top out at 32. Befitting Eyes on Fremont’s one-of-a-kind vibe, he has no plans to sell them anywhere else.

On busy days, Eyes on Fremont hums with an energy that can only come from passionate eyecare professionals who love what they do. “There are opticians who do glasses and then there are opticians who do glasses because they are into glasses,” Ogura says. “Our whole staff is the latter. People can tell if you’re into it or not, and we’re really into glasses.”

1 Eyes on Fremont’s “Fight Evil” motto is seen on everything from the store window to pins dispensed (for free) from a bubble gum-style vending machine near the reception desk.

2The shop’s newly rented “dungeon” — a basement previously used for storage by the restaurant next door — doubled Eyes on Fremont’s square footage and relieved what had been very cramped quarters for a business that’s home to 11 opticians, an office coordinator, two ODs and their assistant, a finishing lab and a fledgling line of frames.

3 Eyes on Fremont is in a small, somewhat sleepy commercial area a mile north of Seattle’s bustling Fremont commercial district, making it more of a destination shop than something people stumble across on their weekend errands. Customers come from throughout Western Washington.

4 The business markets mainly to young adults, with the knowledge that teens and 20-somethings often influence their parents’ fashion decisions. The $175 complete-pair price for Eyes on Fremont’s own line helps it compete with Internet vendors who can’t hope to match a local shop’s hands-on service.

5 Eyes on Fremont has a meeting each Saturday an hour before the shop opens. “We call it ‘The Agenda,’“ Ogura says. “I know it sounds simple and basic, but it has done wonders for keeping everybody on the same page on current topics within the store. It also gives everybody some time to take a deep breath and get ready for the busy Saturday to follow.”

FINE POINT

Other than word of mouth, radio is Eyes on Fremont’s best advertising medium, with sponsorship spots running on two major local public radio stations plus print ads in two speciality magazines, City Arts and Edible Seattle. But its most unexpected media buy may be on C-89.5, a student-run station from Seattle’s Nathan Hale High School that’s a national powerhouse in dance music circles.

OUR JUDGES SAY

It makes me feel like a kid again. — Howard Purcell

Plain fun to work and shop! I would enjoy being on either end of this process here day in and day out. — Bob Hillman

Jordan Silver and Erik Sacher chose their location in the SoHo neighborhood of Manhattan knowing it was within a mile of 10 other optical shops. The owners of Silver Lining Opticians clearly aren’t afraid of competition. They know they’re offering something no competitor has: their own aesthetic.

“Selling only items we love may lose us some sales in terms of trendy brands, but it will only help our reputation,” Silver says.

Silver and Sacher, who’s a licensed optician, don’t expect customers to be familiar with the names they carry. They strive to offer a variety of vintage and contemporary frames, many of them moderately priced. “It gives us great pleasure to teach people how to appreciate quality craftsmanship and come away with an accessory they’re excited to wear,” Silver says.

Since opening in 2007, Silver and Sacher have filled their space with unique touches, such as a vintage pool table, a lion statue and numerous images of famous people in glasses. The eclectic decorations add a masculine air to the store and show that the owners are well-versed in the styles of many eras.

Judge Robert Bell was impressed by the “great retro and professional feel” of Silver Lining’s interior.

It’s clear, he says, that Silver and Sacher “understand their market extremely well, understand that they can’t sell everyone (nor should they attempt to) and realize it would be a complete waste of time — their time and the consumer’s time” — to try.

Jordan says he and Sacher strive for quality in every aspect of their work, from frames and lenses to window displays. “Someone once told me that I’d remember the quality of the suit I was buying long after I’d forget the price,” he says. “I view this quote as how to run our business.”

2 The store sells its own designs. Silver says the initial collection of seven styles has been well received, and “we intend to begin wholesale.” The frames are named for elements: Beryllium, Calcium, Carbon, Chlorine, Hydrogen, Phosphorous and Sulphur. (If the periodic table is any indication, there’s plenty of room for expansion.)

3 Silver Lining is venturing into e-commerce. You can order items from the store’s own collection, along with “sundries” such as cases, right from its website.

4 The website clearly lays out the nine “commandments” by which Silver Lining operates. Rule No. 1: “Honesty is the only policy. We’ll tell you what we think looks good (and bad).” For a hint of what that might be, see Rule No. 7: “Plastic frames give a more youthful appearance than metal or rimless.”

5 Silver Lining’s fans include many well-known names. One post on the store’s website journal section shows Adam Levine of Maroon 5 in frames from the shop’s vintage collection at the premiere of his film Begin Again at the 2014 Tribeca Film Festival. Another post notes how Bill Gates has purchased the shop’s own Carbon frame in every available color. Jay-Z is pictured, too — with a note that seeing him at the past two presidential inauguration ceremonies wearing vintage frames from Silver Lining “is really the ultimate sighting for us.”

FINE POINT

Before starting Silver Lining, Silver was “collecting vintage sunglasses and not knowing where I was going in life.” He started his eyewear collection more than 10 years ago while studying architecture in Paris. He’s since provided vintage pieces to many exclusive boutiques and collectors, including Bergdorf Goodman, Barneys, Lane Crawford, Jeffrey New York and Opening Ceremony.

OUR JUDGES SAY

This place is cool! I particularly like the eclectic feel and the brick walls. — Rebecca Johnson

Love the name ... and I would enjoy working here 12 hours a day as well. — Bob Hillman

Modern Eye is not just a place to shop for eyewear or get an exam. It’s a place to experience.

From red velvet chairs to large surrealist oil paintings, “everything has a story, and we enjoy telling it,” says Mitch Gillette, the store’s art director. (That’s not a title you see every day in an eyecare business, is it?) He calls Modern Eye “a doctor’s office inside an avant-garde optical shop.” It’s meant to feel something like a funky living room — and the uniqueness goes beyond decor.

The business strives to carry hard-to-find frames from a variety of small, independent companies while still offering packages to suit every budget. “Our customers range from students to people looking for hand-carved water buffalo horn frames,” Gillette says. “We like to think we can help anybody that comes in the door.”

Dr. Chris Anastasiou opened the original Modern Eye in Philadelphia’s University City in 1992. He added Modern Eye Center City in 2005.

The optometry practice builds on the retail portion’s casual feel. There are no white coats to be found. Anastasiou and Dr. Bryan Machamer provide eye exams, refractions and other standard services, but with a personal touch. They “take more time than usual and lump in tests that most places charge extra for,” says Gillette, who is Anastasiou’s domestic partner.

“The color scheme, floors and art make me believe that this is what an optical boutique would look like if you were Alice in Wonderland,” says judge Rebecca Johnson. “The furniture is lovely and inviting.”

Customers can expect honesty from the staff at Modern Eye, where no one is shy about sharing opinions. “If something looks bad on somebody, we’ll tell them, even if they want it,” Gillette says. “There’s no better advertising than, ‘Boy, those black glasses are great. Where did you get them?’”

1 Modern Eye likes to hire former restaurant employees. “They’re organized, they multitask, they think on their feet,” Gillette says. “If we can find somebody with those qualities, it totally trumps having experience in the field.”

2Gillette likes to include images of people with eyeballs for heads in the store’s advertising. One such character, the “Modern Eye Guy,” was featured in a 2009 textbook, Brand/Story: Ralph, Vera, Johnny, Billy, and Other Adventures in Fashion Branding. Author Joseph Hancock, a Modern Eye patient, praised the logo’s “nostalgia and sheer genius.”

3 You won’t find eyeglasses in the store’s window displays. Gillette creates displays that are more abstract but still suggestive of eyes or vision. “We don’t feel we have to hawk our wares in the window,” he says. “We can make a statement in other ways.”

4 Modern Eye’s Facebook page is like an ongoing pop culture lesson, with a constant flow of artwork and celebrity images. It’s all eye-related, of course, from a young Clint Eastwood in shades to old comic book covers.

5 Tattoos are not a barrier to getting a job at Modern Eye. They’re more like a point of pride for the business. One employee even had one of Gillette’s eyeball people — a woman in a bikini — tattooed on his forearm.

FINE POINT

Eyeball people, including bodybuilders and bathing-suit beauties, grace every employee’s business card, as well as the Modern Eye website.

OUR JUDGES SAY

Artwork is a bit overwhelming ... cool but overwhelming. Very cool furniture. Sit down and stay a while — and spend money. — Howard Purcell

They are their own store, with their own vision, with their own tastes, with their own brand of humor and whimsy. They are having a blast and can’t wait to share it with their patrons. Something tells me that these people smile a lot during the day. — Robert Bell

EYE GALLERY YPSILANTI, MI

From its embrace of technology to its store design, the Eye Gallery exudes a thoughtful, modern appeal. It aims to wow its patrons and it succeeds, whether through offering a comprehensive, computer-aided eye exam or using an iPad to assist frame selection. Yet the business has old-school charm, too, including an acid-washed floor that looks like marble and little cubbies that hold patients’ eyewear. And it’s not dead-set against brands. “We have introduced a few big-box frames,” says owner Dr. Arnold Bulos. “This gets the brand-name lookers in the door to see other brands that we offer.” — Julie Fanselow

1 To meet a tight budget, the Eye Gallery recycled fixtures from a Borders that went out of business. The rolling library ladder used to reach all the eyewear cubbies came from there, too.

2 Yelp reviews help. “Patients see our good reviews beside the not-so-good reviews” for the competition, Bulos says. “So they schedule an appointment with us.”

3 “During my exam I often take photos with my camera phone through the slit lamp ocular and easily transfer them to my iPad,” Bulos says. “Technology is wonderful. Patients want to see for themselves. It’s a great tool for education and compliance.”

4 Dr. Bulos got his start as a military optometrist at Fort Hood, TX.

5The Eye Gallery is nearly paperless. Patients can either securely fill out forms online or complete them on an iPad in the office.

I like the big frosted eyeglass logo on their front window. It can be seen by walk-by traffic as well as drive-by traffic. In other words, they are hard to miss! — Robert Bell

On the website, instead of “Usual and Customary Fees,” how about “Look at All You Can Get for $95!” — Rebecca Johnson

Lots of businesses claim to be environmentally friendly. Eye Impact does it better than most. Yes, it’s a paperless office that carries several lines of eco-friendly eyewear. But owner Dr. Gary Nguyen even lives in the super-efficient building, commuting downstairs to work. Eye Impact also stands out for its selection and its dedication to personalization for frames and lenses. “We really try to be the Nordstrom’s of eyewear service,” Nguyen says. “From the look of the office to the latest exam technology, everything is tailored to make the entire process easy, comfortable and fun.” — Julie Fanselow

1 “My philosophy is that we are an eyewear atelier. We are able to customize the experience from start to finish,” Nguyen says.

2 The personal approach extends to lenses, with recent investments in Visioffice to tailor lenses for every patient and an in-house edger to cut turnaround time.

3 “Green” building features include bamboo cabinetry and recycled quartz countertops. Eye Impact plans to add solar panels to its roof.

4 Chloe, Nguyen’s rescue dog, welcomes patients and visitors. She once recognized a former dog foster parent who came in for an exam -- and proceeded to give him an especially happy greeting.

5Eye Impact is in Houston’s highest-density neighborhood, amid many other locally owned businesses including several popular restaurants. “We have high visibility on a busy thoroughfare since it’s a tall white modern stucco structure pushed up close to the street,” says Nguyen. “We’re very hard to miss.”

Cozy, homey and inviting environment. Feel it through the pictures. Ready to spend my money there now. — Howard Purcell

Love the furniture and design! Signage is minimal but high impact. — Rebecca Johnson

MODERN EYES AUSTIN, TX

Modern Eyes is a fitting name for this eyecare business near the University of Texas. “From the start, our goal has been to offer a different experience from that of other opticals, which tend to have identical ‘cookie-cutter’ finishes, displays and lighting,” says owner Dr. Sonja Franklin. “The space has more in common with boutique retail stores and residential lofts than with most other opticals.” Indeed, the practice has proven popular among its tech-savvy target clientele, with about 25 percent of its patients scheduling appointments online. — Julie Fanselow

1 Designer Mark Lind of sun+stone used an exposed ceiling structure, task-specific lighting, and touches of lime green accents taken from the Modern Eyes logo.

2 Modern Eyes has near-perfect reviews on Google Plus and Yelp — but when a complaint comes in, Franklin often responds personally.

3 The practice tries to help people compare “apples to apples” when measuring the services and products available at Modern Eyes to those at larger retailers. “We find that most of our customers understand the value of paying for quality and prefer not to cut costs (on) the care of their eyes,” Franklin says.

4 Modern Eyes is in one of the most parking-challenged areas of Austin, but free validation at a nearby garage keeps motoring patients happy.

5Although she got her medical training in Houston, Franklin earned her undergraduate degree at UT and has big Longhorn loyalty.

Cool modern look. Love all the windows. — Howard Purcell

The exterior is eye-catching. Good lighting coming out of of great window space. — Robert Bell

From its shop windows to its website — and especially in its own bespoke and custom eyewear — Providence Optical’s passions are clear: a dedication to craftsmanship and a love for the arts. “As craftsmen, we understand the materials and techniques to manufacture eyewear. This specialized knowledge is integral to knowing quality, and we ask for this same quality in the lines we carry,” says owner Onega Astaltsova. This is also a shop that cultivates community, whether through its transparent pricing policies or support of local events. Notes Astaltsova: “ As a matter of principle we try to keep our business small and personal.” — Julie Fanselow

1 In addition to her ABO and NCLE certifications, owner Onega Astaltsova earned a degree in footwear design from MIT. (That’s the Moscow Institute of Technology.)

3 Providence Optical has an extensive collection of vintage frames, with rare pairs dating from the 1800s through the 1990s.

4 The business has eye-catching window displays, often inspired by great works of art, as well as an excellent website blog with lots of photos and fashion advice.

5Despite its high-end feel, Providence Optical is wallet-friendly. Eye exams start at $60 — with that base price posted right on the window — and the shop strives to meet the frame price-point needs of every customer.

I like that they’re craftsmen! It’s rare these days. I’d like them to hire a storyteller to tell their story to the world. — Robert Bell

Mike McConnell was new to retail when he started Sight Optical Boutique, but he wasn’t new to the eyewear business. After a dozen years working in high-end eyewear sales and distribution, McConnell founded the business on “bringing unique, fine and independent eyewear to our market.” It’s working: Since a 2011 launch, the operation has grown from a one-man show to a two-location business with three opticians, two optometrists and plenty of buzz. (McConnell also owns Eyedentity Optical Boutique in Holland, MI.) — James Ritchie

1 McConnell likes to challenge his customers. If someone claims to like round brown frames, that’s the last piece he brings out. “We like to show people how great they look in frames they never would have tried,” he says. “They usually fall in love with the ‘new look.’”

2 Once a quarter, Sight Optical becomes an art gallery. At events called “Art in Sight,” the shop brings in a local artist for a night. “We co-market with the artist, allowing each of us to tap into a new group of potential customers,” McConnell says.

3 McConnell decided to have optometrists on site because he sees “patients” as being more loyal than “customers.”

4 Pets are welcome here. A recent post on the business’ Facebook page reads, “With the weather getting warmer, do not worry about leaving your animals in the car.”

FINE SECRETS

Our winning businesses share some essential advice on what got them here.

- Carry merchandise not available online or at other nearby stores. It’s probably one of the hardest things to do, but you must differentiate yourself. Jordan Silver, Silver Lining Opticians, New York, NY

- Know your clientele. We keep in mind that our patient base is mainly attorneys, doctors, high level executives and people in oil and gas. We carefully curate our collections to give our patients something special and unique that can not be found in every optical. Dr. Gary Nguyen, Eye Impact, Houston, TX

- Find a point of view that works with your store and your staff’s sensibilities and run with that. Once you do that, go to shows and find new product to match that point of view. Nate Ogura, Eyes on Fremont, Seattle, WA

- Our employees don’t sell on commission. We sell our customers only what they need or want. It eliminates pressure and engenders trust. Dr. Chris Anastasiou, Modern Eye, Philadelphia, PA

- We strive to learn from other types of retail and industries, because we can always improve our service and make our clients even happier. Pierce Voorthuis, Georgetown Optician, Washington, DC

- Hire smart, kind, caring people over experienced people. Experience is great, but you can teach smart, motivated people how to do just about anything. You can’t teach people to be nice. Dr. Sarah Jerome, Look + See Eye Care, Minneapolis, MN

- Make exceptions to your office policies to keep your patients happy — and tell them about it. Don’t nickel and dime people. They are smart and they know better. Be OK making exceptions if that’s what it takes (i.e. remakes). You will reap the benefits in the long run. Dr. Sarah Jerome

- We take extra time to involve people in the process. Instead of saying, “This is the best lens,” we explain lenses and help them choose. We do that on a daily basis, including for people who just want their glasses adjusted. Mitch Gillette, Modern Eye

- Even though we use electronic medical records, each patient is given a laminated glasses prescription card, the size of a business card. These are extremely popular with patients and these have also proven useful in two cases in which wallets were found and there was no identification besides our prescription card. Dr. Sonja Franklin, Modern Eyes, Austin, TX

- Invest in fewer brands and go deeper in each collection. Forty-eight pieces in each collection is perfect and allows you to purchase at least two to three colors of the best-selling styles. Mike McConnell, Sight Optical, Grand Rapids, MI

- Customers leave with gift bags containing their glasses, case, cloth, branded spray bottle and a black envelope. In the envelope is a card that states, “We strive to give the best possible eyewear buying experience and if you feel we nailed it and know someone who may benefit from our services, please feel free to give them this card and they will save $50 on their purchase of prescription eyewear.” Mike McConnell

- It sounds kind of boring, but everything in the store should have a home. It makes everything run so much more efficiently. Knowing where anything will be at any time can help a lot. Think about it: On a busy day, do you really want to search for another roll of credit card machine paper instead of working with customers looking for new frames? Nate Ogura

Work to differentiate your store by bringing your own “DNA” into the business. For example, if you have artistic talent, you can design your own logo, shopping bags and window displays.

Onega Astaltsova, Providence Optical, Providence, RI

Provide a level of customer service that corporate giants can’t. Remember birthdays, send handwritten notes, share articles of interest. Be a part of your customers’ lives.

Jordan Silver

Be honest about patients’ frame selection. Point out the good and the bad. Don’t say a selection is “fabulous” when it really isn’t just to close the sale.

LOOK + SEE EYE CARE MINNEAPOLIS, MN

After being frustrated by the limitations of even her best optical jobs, Dr. Sarah Jerome decided it was time to open her own practice. Ten years later, Look + See Eye Care prides itself on offering full-scope optometric care, as well as independent, unique eyewear across a range of price points. And lenses are paramount at Look + See. “We start by talking with our patients about lenses first because that’s what sets us apart,” Jerome says. “The difference in quality and performance of a custom digitally-surfaced lens versus what people can buy online is dramatic.” — Corrie Pelc

1 Look + See has fun at its trunk shows. For example: a photo booth so attendees can take pictures with their favorite featured frames.

2 The practice is on a cobblestone street near the Mississippi River, perfect for capturing foot (and bike) traffic on summer days. But in winter, there’s free indoor parking in an attached garage.

3 Look + See doesn’t rely on exclusivity for its eyewear lines “because our patients choose our office for the quality of care first, but we are often the first in our area to pick up new lines,” says Jerome.

4 The Golden Rule reigns here. “One of our core principles is to treat our patients with the same care and attention we would want for ourselves. We love seeing ‘difficult’ patients, because we know we can help them,” Jerome adds.

5Weary computer users can find comfort at Look + See, where staff are actively recommending new anti-fatigue lenses such as Shamir Relax.

The interior is gorgeous, warm and there’s a wonderful flow to the space. Most places display frames agains the walls but I truly love the fact that they’ve also used “islands” to display frames in the middle of the store. — Robert Bell

Georgetown Optician has been serving the nation’s capital region for 36 years and now has three locations. (The newest on Northwest DC’s 14th Street is featured here.) The family business is going strong as two generations — founder Joost Voorthuis and his son and daughter, Pierce and Juliette — combine to blend timeless quality and current savvy. DC is a large market with plenty of strong competition, but Georgetown Optician rises above by offering a broad mix of high-end lines plus “more moderate but independent brands that allow our clients to stand out from the crowd,” says Pierce Voorthuis. — Julie Fanselow

1 All three Georgetown Optician locations are open evenings and on Sunday. “We see it as our job to be open when people want to shop,” says Pierce Voorthuis.

2 Georgetown Optician has good connections with nearby hotel concierge staff (especially at the Four Seasons in Georgetown) to send people in for any needed eyewear repairs. Voorthuis says the business does about 4 percent of its trade with an international clientele.

3 But the locals like Georgetown Optician, too: It was named the Best Place to Buy Eyeglasses and Best Eye Doctor in DC’s City Paper for 2014.

5 The business focuses its media outreach on luxury magazines that chronicle Washington’s political and social whirl. It teamed with Niche Media’s Capitol File to hold a successful trunk show, complete with photo spreads in print and online.

There’s an underlying “richness” to the website that makes me think, as a consumer, if I shop here, I’ve arrived! — Robert Bell

When Charles Lindbergh made his historic trans-Atlantic flight in 1927, he donned a pair of custom goggles from the Erker Bros. Optical Company. By then, the St. Louis family owned enterprise had already been in business nearly 50 years, selling everything with a lens from cameras to microscopes to spectacles.

But yesterday’s headlines can’t tell the story of why Erker’s Fine Eyewear has seen 20 percent growth in each of the past three years. For that, credit a blend of innovation and business smarts that have helped Erker’s battle big-box and online competition, make its own line of eyewear and even become the U.S. distributor for several high-end European brands.

The first optical laboratory west of the Mississippi River, Erker’s was founded in 1879 by A.P. Erker and his brother, August. Great-grandson Jack Jr. leads the business today, along with his sons, Jack III and Tony. Erker’s calls itself “the oldest optical company in the United States still owned by the descendants of the founding family.”

Erker’s flagship store is in the same Olive Street building it moved to in 1902 in anticipation of the St. Louis International Exposition of 1904. Back then, the location meant lots of walk-by traffic from tourists who wanted pens, postcards and trinkets commemorating the World’s Fair, for which Erker Bros. served as the official photographer. It’s still a prime piece of real estate.

The family eventually turned its focus to the eyewear trade, growing its empire to 17 locations in the St. Louis metropolitan area, many attached to ophthalmology practices. But as insurance companies gained power and chain stores began their rise in the last quarter of the 20th century, Erker’s set its sights on becoming the region’s first destination retailer for high-end eyewear. It’s a passion the family now pursues in just two stores: the flagship downtown location and another in Ladue, which each carry more than 8,000 frames.

The collections run deep: Erker’s stocks 90 percent of the collections from its top brands. “We hate it when people leave, so we really love to have a ton of product,” says Jack Erker III. But affordability is another issue. Erker works on weekends in the stores to see what is selling. “I noticed people trying everything on and loving everything,” but with many frames priced from $500 and up, too many people were leaving to buy somewhere else. “We cringed every time that happened,” he says.

Although Erker’s wanted to make more frames available at lower price points, family members realized that would mean selling many of the same frames big box stores carried — a move they believed would entice the chains to set up storefronts nearby. So the company decided to launch its own eyewear brand, NW77th. Starting with a dozen styles in three colors, the NW77th line has grown to 60 styles. That’s as big as it’ll get, Erker says, though they’ll edit the collection to add new models and retire others.

With NW77th eyewear now sold in about 400 retail locations, the launch has been a win-win for Erker’s and fellow independents. “We like to partner with retailers with like mindsets in different markets,” Erker says. “When we are honest to the companies we sell to, long-term relationships equal a long-term business plan for both companies.”

Erker’s has also opened two niche retail locations over the past three years. Eye Roc, located in the Central West End near three universities, carries cool eyewear at more affordable price points. And last summer, after noticing steady sales gains in sunglasses sales, the company opened Soleil. The sunwear-only boutique is at Plaza Frontenac, where Neiman Marcus and Saks Fifth Avenue are the anchors.

Erker’s two main stores attract customers who sometimes drive from an hour away — people who are willing to spend for quality and who frequently want more than one pair. To encourage this, the shop offers substantial discounts for extra pairs bought at same time: 20 percent off the second pair, 30 percent off the third pair … all the way up to 50 percent off a fifth pair.

In this environment, Erker says opticians must be trained “to be able to sell and not be scared of high-ticket items,” even if $2,000 for two pairs of glasses sounds like a lot of money. As an optician/salesperson, “you have no idea what customers have in their pocket, and it’s not your job to tell them what they can spend,” he says. “If you don’t show it, they’re not going to buy it.”

1A CASE FOR EXTRA PAIRS: Anytime a customer buys two or more pairs of glasses on a visit, Erker’s includes a custom-made hardwood case with a dozen slots as an extra gift. “It looks empty,” says Jack Erker III. “You’ve got to fill it.”

2YOU’VE GOT (REAL) MAIL: Direct mail is a promotional winner for Erker’s. The business does four large-format postcard pieces a year to its entire list plus other pieces tailored to client segments: people who’ve previously attended a designer’s trunk show, for example. “You’re getting less mail at home, so people look at it,” says Erker. The company also places full-page ads in highend magazines serving the St. Louis market.

3HISTORIC AND HIP: Take a landmark building nearly in the shadow of the famous Gateway Arch. Add modern curb appeal, including red awnings you can see a block away and vivid window displays, and you have a store that beckons downtown workers and Midwest day-trippers who want the latest and greatest eyewear.

4EURO-VISION: The NW77th line is part of Erker’s wholesale division called Studio Optyx, which also distributes three European brands: Monoqool from Denmark, known for its screwless hinge and use of 3D printing technology; Italy’s Derapage, inspired by a love for all things automotive; and Mainhattan, with eyewear animated by the nickname for the high-rise architecture of Frankfurt, Germany.

5ALL IN THE FAMILY: As Erker’s marks 135 years in business in 2014, the family vibe remains strong. “I love strategy, design and building a business,” says Erker. “The cool thing is that I get to do it with my dad and my brother!”

FINE STORY

CHARLES LINDBERGH’S goggles were hardly the last celebrity eyewear sold by Erker’s. The business respects its clients’ privacy, but it does a bit of namedropping on its website, claiming notable customers including hometown rap star Nelly, sportscaster Joe Buck, and actors Will Smith and John Goodman.

STRONG PROMO

AIM HIGH. Erker’s targets a high-end clientele at its main two stores and tailors its marketing — from direct mail postcards to store displays and magazine ads — toward people who want to make individual fashion statements with their eyewear.

Explore more of “America’s Finest” eyecare businesses in each and every issue of INVISION.

New Arrival Supplies Low-Key Cool to Austin, TX

When optometrist Dr. Collin Tam spotted a retail space in the Rosedale neighborhood of Austin, TX, he knew he had found the perfect spot for an optical store able to cater to the city’s diverse tastes and understated cool.

“We picked this location because of the uniqueness of the area,” Tam says. “We are close to funky cafes and coffee houses, so there is a cool buzz in the air.” The University of Texas, Austin’s tech and music industries and the bustle of state government all mean the city has been ripe for a highfashion eyewear boutique with a wide selection of artisanal eyewear designs plus state-of-the-art vision care.

That’s what Tam and his staff had in mind. And from fabulous décor that sets the stage for exciting eyewear discoveries to the still-unexpected use of an iPad to ring up those sales, Spectacle Eye Design mirrors the best of Austin: unpretentious, accommodating and relaxed, without sacrificing quality or expertise.

The optical boutique celebrated its grand opening on Burnet Road in August 2013 and was an immediate hit with Austin eyewear enthusiasts seeking more refined styles, as well as those looking for something fun. Spectacle Eye Design’s staff aims to make each client’s experience one of a kind, from the satisfied Yelp reviewer who said the shop’s vibe reminded him of a Vegas hotel — “I visited Spectacle yesterday for the first time and man, did it make an impression” — to his 5-year-old son getting his first eye exam. (“He giggled and had a great time while finding out he is in excellent ocular health.”)

The shop’s elegant yet hip interior was designed by Richard Weiss and Laura Salmo of Weiss Architecture. “Our aim was for a beautiful and comfortable space for our customers to explore and be creative,” explains Tam. “We have easy-to-reach displays for them to try anything on and we provide plenty of mirrors and advice and recommendations are always available from our professional staff.”

Tam says that Austinites have developed their own exclusive styles, and it’s no longer enough for most clients to simply sport a popular or celebrity-inspired look. Instead, they prefer that their signature essential accessory be one that is both unique as well as distinct — and with Spectacle Eye Design’s selection of hand-polished and handcrafted items, customers can expect to get a look that is theirs alone.

Our aim was for a beautiful and comfortable space for our customers to explore and be creative.”Dr. Collin Tam

Eyewear is selected by the Spectacle Eye Design’s resident optician, Jana Lewis, who has more than 20 years experience. Lewis attends top trade shows, and will even shop privately for patients who have outlined specific desires for their glasses.

In both the optical dispensary and the full-service optometry clinic, Spectacle Eye Design is outfitted with cutting-edge technology. “Our testing area features a stateof- the-art auto-refraction system feed directly linked to the computerized vision tester in the exam room where I conduct the testing,” Tam says. “The results are wirelessly fed to the front desk. We also have the newest visual field analyzer and corneal topographer to detect any signs of glaucoma, macular degeneration and corneal disease that may go unnoticed by patients.”

“All the equipment is connected to our paperless electronic records system where any errors are minimized and stored securely,” Tam adds, noting that his goal is to have patients feel confident that they’re being taken care of both medically and visually. The business uses a high-quality, privately owned lab that features Zeiss lenses.

“We are trying to merge the concept of style, form and function,” Tam says. “Austin is a technologically savvy city and at the same time very fashion-oriented. We blend the two to produce high-tech results in medical and vision care, along with eyewear curated by myself and my staff. As a team, we take great care in knowing each other’s skills to produce a high quality product and service to each and every customer.”

1HANDS-ON Spectacle Eye Design prides itself on its hands-on approach to selecting eyewear. The frames are readily available to try on; they are not locked away behind glass. The staff are ready to give their best advice and opinions for customers to make the right eyewear choices.

2THE ART OF DECORATING Don’t get Dr. Tam started on the subject of his boutique’s wallpaper. Because he will go on about it. “The wallpaper was spotted in a dress shop in London,” he says. “It was hand-painted and so beautiful, and it really made an impression on us. We created our own version for the store. We went through the arduous process of having a custom designer print, ensuring of course that we overcame any copyright issues. And we love how the end result looks! We also have this amazing, large mirror in our office that is red and baroque in style. People go nuts when they see it! The mirror was picked out before we were even sure on our wallpaper.”

3LET THERE BE LIGHT The store was designed around a chandelier — a red one. “We officially called it Operation Red Chandelier,” says Tam. “As Operation Red Chandelier was commencing, we ended up sourcing some beautiful clear crystal chandeliers, and instead of one we decided to take four.” The shop also has sensational red Lucite frame display boxes, featuring halogen lighting to highlight frame colors.

4AN AMBIANCE TO REMEMBER Music and mood are key in the store. Says Tam: “We provide a certain ambience fitting the allure of the frame selections. The music we play ranges from jazz, world beat to classic ’80s depending on the mood.”

5HIGH-TECH IS THE FUTURE The boutique features state-of-the-art equipment and plenty of new technology. “We want patients to get a quality eye health examination and the most accurate prescription for their glasses and contact lenses,” says Tam. “We are also paperless and wireless. It’s a great way to work.”

FINE STORY

TIME FOR A CHANGE / “We once had a customer who changed her entire look in one day. She was middle-aged and came in requesting a more youthful, fun appearance! She had just moved to Austin from the Midwest to put more pizazz in her life. I started to frame style and was quite surprised that she was drawn to a rather large zyl white cat’s-eye with a glitter back! When she came in for dispensing, her hair was cut and dyed hot pink! She looks amazing with those big cat eyes!” — Shared by Jana Lewis

Explore more of “America’s Finest” eyecare businesses in each and every issue of INVISION.

Mexico City import catches the eyes of la-la land

Los Angeles is a world capital of creative statement
eyewear. The city is home to some of the most soughtafter
labels and the most celebrated established opticians
and style boutiques, including l.a. eyeworks, Oliver Peoples
and young designer Garrett Leight.

The latest addition to the list of spectacular eyewear havens
is Dr. York Optical, a dream project by creative Mexican
couple José Castellanos and Elena Orestano. After opening
their debut Dr. York optical store in a leafy neighborhood in
central Mexico City, bringing brands to their country that
had not previously been available there, they were inspired
to look further afield to create a new and different type of
speciality boutique. Their aim was to create a space dedicated
to independent eyewear labels and the up-and-coming
designers who had not yet arrived on the West Coast.
Castellanos is a third-generation optician whose family first
started in optics in 1947; his wife, Elena, trained in communications
and public relations, has an eye for exciting lesserknown
frame designs, and a taste for high-quality handmade
artisanal eyewear.

“As an optician,” Orestano says, “opening a store in Los
Angeles is really a dream come true. This city is one of the
most iconic for eyewear. The brands that have started out
here, like l.a. eyeworks, are now known around the world
for their innovations and creative style. They have changed
the way designers make frames and contributed to how
customers understand eyewear today. This city has a fascinating
relationship with eyewear as a fashion piece or style
accessory. It is one of the most engaging and vibrant cities
ever.”

Specializing in the hippest, lesser-known independent
labels — which include Res/Rei, BlueMagicEye and Caroline
Abram — brought up some interesting considerations
for the couple as they began their journey to create the shop.
“L.A. is a challenge, so we wanted to bring something fresh
to the mix,” Orestano says. “We have selected brands that
have been around for a couple of years or maybe a bit more.
Some of them might still be defining their style, and others
already know where they want to take their concept. We’ve
found an amazing variety of small irresistible labels from
Europe and beyond. If there is one city where you can bring
all of this together, and present it to the people, it’s here!”

In harmony with the creative labels sold there, the
shop’s interior is cool and similar to a gallery space. Designed
by DCPP architects, the concept was to make the
store feel like an extension of the public space outside, one
in which customers would immediately feel welcome.

“We are in a West Hollywood neighborhood, known for
its hip independent stores and designers, coffee shops and
restaurants,” Castellanos explains. “For us, it is similar to
Colonia Roma in our home city, and so it just felt natural to
us to find ourselves here.”

A floor-to-ceiling glass window sets the scene from the
sidewalk. Inside, an informal feel is created with artifacts,
posters and other artwork, while a slick display continuing
the full length of one wall entices customers to see what's
on offer. The wall has an unusual open backdrop made from
tubes, creating a cool and unique stage for the store’s selection
of one-of-a-kind frames and sunglasses.

With high-quality eyewear by designers from across Europe
and further afield, prices generally range from $300 to
$450, with a few higher-priced designs by luxury labels like
Finest Seven. The couple have decided on a unique exclusivity
policy — they’ll sell only one pair of each type of frames
in Los Angeles. Which means that if you buy a frame style
from them, you won’t end up seeing someone else wearing
the same frame at a red-carpet event the next week.

Asked to comment on future plans, Orestano explains
a desire to create a Dr. York Spectacles collection of their
own. “We believe that our work in L.A. and the buzzing atmosphere
and DNA of the city will give us the knowledge we
need to launch Dr. York Spectacles; it’s a fantastic prospect
we are both very excited about.”

Dr. York Optical is located at 8302 W. 3rd St. (at South
Sweetzer Avenue); (310) 857-6797.

L.A. is a challenge,
so we wanted to
bring something
fresh to the mix.”Elena Orestano

1IT’S ALL ABOUT THE
PEOPLE! The focus is on
providing a friendly, easy-going
yet thoroughly professional
service and building strong
relationships with customers
and vendors. Says Orestano:
“It’s about the people; the people
behind the frames, the ones
who design and produce them;
the people who wear them; and
the people who sell them. For
us it’s all about that.”

2A SPECIAL COMPANION
Orestano’s golden
retriever, Renzo is a familiar
face by now at Dr. York, L.A.
The couple’s running companion
when they are in the city,
Renzo is often spotted having
a siesta outside the store,
or in the afternoon, greeting
customers and enjoying lots of
attention.

3THE SOUND OF
MUSIC Music is a part
of the individual character of
Dr. York. “The music we play at
the store is the music we like to
listen to,” Orestano says. “Our
playlists vary, from Mexican
Cafe Tacuba to Chromatics.
From Cat Power to The
Strokes. Dylan and Bob Marley.
Independent? Definitely!”

4VINTAGE VIBE As well
as their new collections,
the owners of Dr. York offer clients
a carefully curated collection
of vintage eyewear. They
have collected these designs
and cleaned and restored them
themselves over the years. The
collection includes rare Ray-
Bans and Persols as well as numerous
other special designs
from the ’50s, ’60s and ’70s.

5AN EYE FOR DETAIL
Orestano loves to make
the store special and this is
clear in every detail. From the
scented candles to the glass
cake stands showcasing special
designs, to the chair outside
on the sidewalk, there is a
pleasantly informal atmosphere,
complementing the
hip modern feel of the shop
design. Stylish and cohesive,
the architect-designed interior
at Dr. York also features statement
shelving, and the overall
feel of a gallery or bespoke concept
store.

TRUE
TALE

THIS GUY REALLY GETS AROUND / Orestano explains
one of the stories from a valued customer that made a big
impression: “A guy walked by the L.A. store one Saturday afternoon
at around 7 p.m. He told us that in the morning he had
been in Mexico City and passed our store there — Dr. York at
Col. Roma. He said, ‘We really love you guys!’ That really was
something that excited us and a remark we won’t forget!”

Explore more of “America’s Finest” eyecare businesses in each and every issue of INVISION.

San Diego-based practice dazzles with a contemporary look that transcends tradition

STORY BY By Daniel P. Smith

Over the last 18 years, Dr. Michael Kling has built Invision Optometry of San Diego into a premier optical operation, consolidating four businesses into a dynamic enterprise offering routine exams, eye-disease management, contact lens services, post-op care, cosmetic eyecare and vision therapy.

Last year, Kling took things up a notch, moving his crew into new digs in the Hillcrest neighborhood. Surrounded by historic buildings and a diverse population of professionals and artists, Kling transformed a striking mid-century modern building into a vibrant, two-story homage to contemporary vision care.

The previous tenants had dissected the 7,800-square-foot space on Fourth Avenue into small pieces. Kling ordered a full gut job, stripping out claustrophobia-inducing low ceilings and small offices.

“We scraped the building to the bones,” Kling says of the $1.15 million project, which began in February 2015 and culminated in a May 2016 opening.

Leaning on the talents of local interior designer Lori Gentile, Kling requested a space that would be urban, hip and cutting edge.“I wasn’t interested in anything cookie-cutter,” he says.

Then he stepped back, leaving the design to Gentile and her team as well as a trusted inner circle that included Invision’s chief retail officer Amy Fowlie and Kling’s wife, Jennifer Conway.

Gentile crafted a comprehensive vision for Invision’s new HQ covering everything from flow and colors to textures and finishes, favoring natural wood and a more industrial look that would match Kling’s chic directives.

The resulting space transcends the traditional look of many practices, offering seven exam lanes and a spacious retail environment in a modern, sophisticated setting that eschews industry norms.

The first floor houses vision therapy operations, a conference room, a lab and a staff kitchen. The second, devoted to clinical care and retail, is punctuated by an oversized skylight that floods the space with natural light. “It’s an open, clean feel and you can see the entire office,” Fowlie says.

Most noticeable is the absence of a reception desk; Kling opted for a smiling concierge charged with welcoming visitors, ascertaining their needs and inviting them to peruse the eyewear and enjoy a complimentary coffee.

“Everything bad that has ever happened in our office has happened at the front desk, so we just eliminated it,” says Kling, adding that it’s asking too much of a staff member to have them cheerily answer phones, schedule appointments, check patients in, verify personal information, and collect payment. That novel decision has had a profound impact. “This positive first touchpoint helps to create a connection and establishes trust with our customers.”

Ditching the desk did create issues with initiating exams and collecting payment. Kling solved the former by installing semi-private cubicles in which technicians meet patients to gather information. On the payment side, he set up computer-equipped checkout stations his opticians can use to close sales. In lieu of a waiting area the showroom features clusters of chairs and an optical bar.

Handcrafted wooden optical shelving is found on the walls and in the showroom’s center in the form of “optical trees.” LED lighting illuminates the frames and ensures an energized display.

“It’s impossible not to be absorbed by the frames, and that’s really the whole point,” says Kling. “We wanted to keep an open mind here and really create a space that would allow us to engage our customers in new ways.”

3. Forward thinking. Rejecting complacency and embracing consumer wishes, Kling is exploring a curbside pick-up service and home delivery of eyewear. “Eyecare has historically been clunky and slow, so we’re looking at ways to speed up delivery and make it more efficient.”

4. Running frames through the ringer. Invision largely stocks independently owned or handmade frames, going deep in inventory from about a dozen carefully vetted brands. “This creates value by implying scarcity, exclusivity and distinction,” Kling says. “The lines we carry don’t have to be expensive, but they must have a story that is unique and different because that drives home the message that we’re not your run-of-the-mill optical practice.”

5. Beauty vanguards. In its opening year on Fourth Avenue, Invision hosted two “Beauty Bashes” in which a makeup artist, skincare consultant and optician offered eye-accentuating tips as well as an anti-aging workshop focused on the benefits of Botox, Juvederm and chemical peels. “This helps brand us as a concept that helps you look and feel your best,” Kling says.

Though the Brooklyn-based shop has gone above and beyond to create a unique retail experience, the one thing that shoppers won’t initially see an abundance of here are, surprisingly, the hard-to-find frames that they’ve become known for. “Some people put everything on display,” says store manager Erin Rae. “We generally specialize in personal styling and fitting. Our business goal is to give people a truly memorable and personalized experience.”

Atelier Mira owners Rama and Assia Valentin have found that means showing off just a taste of the 12 luxury lines that reside within the shop, from the owners’ family label, Toulouse-based Anne & Valentin, to La Petite Lunette Rouge, which names each frame after a famous visionary, and the Canadian, handcrafted Rapp Eyewear. When it comes to choosing lines, “We like to have a direct connection with the creators, and get to know ... their vision,” says Rama.

Executing this unique approach to sourcing frames can be a daunting task (Rae says communication can take days and involve translators), but it has served Atelier Mira well in its Williamsburg location. “People come to us because they want a signature look,” she says. “In New York there are a lot of glasses and a lot of people; it’s easy to see the same styles. We really strive to find brands that are different and that have a story behind them.”

Another draw is the shop’s willingness to step outside the confines of a traditional eyewear boutique. Though they do employ two opticians and place a heavy focus on frames, the Valentins set out to create somewhat of a concept shop, adding items such as cult fragrance line Meo Fusciuni, leather goods from Dajczman and, more recently, pieces from famed 1980s Italian design firm The Memphis Group. Overall, that dedication to, and interest in, design serves to hone Atelier Mira’s overall aesthetic and create the feel of a curated space. “The store itself intrigues people to enter,” says Rama, who also notes they were careful to add plenty of seating and warm wood tones to make shoppers feel welcome. “The décor does a lot to draw in those who were not otherwise looking for glasses. Whether it’s the large-scale artwork, the architecture of our feature wall, or the brightly colored Memphis furniture, we curate a lot of eye-candy to bring people in.”

And speaking of that wall … Inspired by Le Corbusier’s Chapelle Notre Dame du Haut in Ronchamp, France, the Valentins’ one-of-a-kind, ceiling-height display mixes asymmetrical tunneling windows with stained glass and LED to create what Rae describes as an “awe inspiring” effect. “Our boutique illuminated at night draws many window shoppers, and when the displays are eye-catching, we find these people later return to see what else we have,” says Assia.

The Valentins’ vision for the shop took shape a few years ago, when the couple, who had spent two decades on the wholesale side representing Anne & Valentin and Theo Eyewear of Belgium, decided to set up a shop near their Brooklyn home. Though they saw a void in the market for a space where “slow shopping” was encouraged (think browsing, music and espresso), making the leap to retail last year was still an adjustment. “We were used to having the opticians as the ones to please, now seeing it from the other side, we are on the front lines fitting people with our products,” says Assia. “It’s great to get to experience this one-on-one side of the business; we love getting to see how our frames are received, and the reactions of our patrons.”

The shop’s visual appeal has also helped them up their social media presence, allowing the — as Rae says — “highly photographable” frames to do the talking. “A picture can say a lot and can be more sharable than just telling someone about the store,” she says of their Instagram presence. “We invite our clients to tag us in their images ... They’re our best advertising.”

PHOTO GALLERY (5 IMAGES)

5 Cool Things About Atelier Mira

1. Name dropping. Atelier Mira carries only independent brands, preferring to know the designs, craftspeople and stories behind the frames they sell.

2. Origin story. The store’s unique moniker was conceived by the Valentins while enjoying Mirabelle, a traditional spirit drink from France made of small plums. The couple combined “mira,” meaning “look” in Spanish, with “atelier,” a French word meaning “workshop.”

3. Location, location. The shop’s space, in hip Williamsburg, draws a surprising number of tourists, says manager Rae, adding that they are excited to discover the store’s unique wares and are inspired by the shops and restaurants that inhabit the area.

4. Thrill of the hunt. Early adopting trend-hunters often seek out the shop as well, as they are the only store in the United States to carry many of their lines.

5. On display. You won’t find any frame boards at Atelier Mira; most of the shop’s stock is tucked away in custom-made drawers and specific samples are brought out after a consultation between client and stylist.